New findings for contemporary marketing to Black men: A content analysis of alcoholic beverage ad appeals from 'Ebony' and 'GQ' magazines.

摘要

The present study uses content analysis to investigate differences in alcoholic beverage advertisement appeals, from Ebony and Gentlemen's Quarterly magazines, aimed at Black men in contrast to the mainstream male demographic. The present study reports that there are no significant statistical differences between ad appeals aimed at Black men and the mainstream male demographic. Consequently, it is suggested that cultural unawareness has displaced racial and ethnic stereotyping in contemporary marketing to Black men. Future research should concern appeals Black media make to their own markets to expose the biases of Black consumer groups who misrepresent the issue of race in contemporary marketing.;Key words: African American; Black men; marketing; advertisement appeals; alcohol.