The Portrayal of Blacks in Magazine Advertisements: 1950-1982 |
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| Authors: | HUMPHREY RONALD; SCHUMAN HOWARD |
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| Institution: | Ronald Humphrey is a Postdoctoral Fellow in Sociology at Indiana University, having completed his Ph.D. at the University of Michigan in 1984. Howard Schuman is a Program Director in the Survey Research Center and a Professor of Sociology, both at the University of Michigan. This article is based on a larger research project with Lawrence Bobo and Charlotte Steeh, whose help is gratefully acknowledged. The research was supported by an NIMH grant (MH34116). |
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| Abstract: | This article compares the frequency and social characteristicsof blacks and whites in advertisements in Time and Ladies' HomeJournal during 1950 and 1980. The occupational level of blacksportrayed has risen considerably, and blacks are no longer presentedas maids or servants. However, white authority figures are stillfrequently shown aiding poor blacks or supervising black children.Furthermore, ads show friendly and informal social relationshipsbetween individual whites much more frequently than they showsuch relationships between whites and blacks. Finally, in anextended analysis the frequency of black ads in 1980, 1981,and 1982 is examined for Time, Newsweek and LHJ. Blacks arestill somewhat underrepresented, and recent fluctuations inthe use of black advertisements are considered. The articlebegins and ends with a discussion of three different modelsthat might account for the way blacks are presented in advertisementsin the United States. |
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