The Frequency and Portrayal of Black Females in Fashion Advertisements

Bibliographic Data

ID2343876
AuthorsLinda A Jackson (corresponding author), Kelly S Ervin (Michigan State University)
Year1991
Volume18
Issue1
Pages67-70
Publication date1991-11-01
Open AccessYes
TypeARTICLE
VenueJournal of Black Psychology (JOURNAL)
Journal identifiersISSN: 0095-7984 • E-ISSN: 1552-4558
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/00957984910181005
OpenAlexW1981134900
LanguageEN
Citations received5
References cited6

Social psychological research has given scant attention to the portrayal of Black females in the media. The powerful impact of the media on attitudes and behaviors point to the importance of considering how frequently, and in what ways, minority females are presented in the media. In this research we examined the frequency and portrayal of Black females in the advertisements of leading fashion magazines from 1986-1988. The findings indicated that: 1) Black females appear infrequently in fashion adverstisements, compared to their percentage in the general population, and compared to the readership of fashion magazines. 2) Black females are more likely to appear in full-body view than in .ace -only view, and are more likely to appear in clothing ads than in make-up/skin care ads. These findings suggest that advertisers present Black females at a distance, either to avoid associating the product with Blacks, or because Black facial features do not match White standards of facial beauty. Implications of the infrequent use of Black females in fashion advertising are discussed in terms of the self-concepts of Black women

Advertising · Aesthetics · Art · Audience measurement · Beauty · Black female · Black male · Black women · Clothing · Population · Sociology · White (mutation · Consumer Behavior in Brand Consumption and Identification · Demography · Fashion and Cultural Textiles · Gender Studies · Media, Gender, and Advertising · Psychology · Social Psychology

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