The Negro and American Advertising, 1946–1965
| العنوان: | The Negro and American Advertising, 1946–1965 |
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| المؤلفون: | Harold H. Kassarjian |
| المصدر: | Journal of Marketing Research. 6:29-39 |
| بيانات النشر: | SAGE Publications, 1969. |
| سنة النشر: | 1969 |
| مصطلحات موضوعية: | Marketing, Economics and Econometrics, History, Occupational prestige, 05 social sciences, Advertising, 050105 experimental psychology, Content analysis, 0502 economics and business, 050211 marketing, 0501 psychology and cognitive sciences, Circulation (currency), Business and International Management, Period (music) |
| الوصف: | This article presents a content analysis of ads that have used Negro models or actors in selected mass circulation magazines over a 20-year period—a communications research technique seldom used in marketing. Results indicate that the frequency of using Negroes has not increased over the 20-year period. Instead it decreased in 1956, and by 1965 it merely reached the 1946 level. The Negro's occupational status, however, has risen significantly, but he is still seldom found in conventional middle-class settings. |
| تدمد: | 1547-7193 0022-2437 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6bea7b66f39384403b8ea570ef7ba189 https://doi.org/10.1177/002224376900600102 |
| حقوق: | CLOSED |
| رقم الأكسشن: | edsair.doi.dedup.....6bea7b66f39384403b8ea570ef7ba189 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 15477193 00222437 |
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