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

Show full item record

Title: New findings for contemporary marketing to Black men: A Content analysis of alcoholic beverage ad appeals from Ebony and GQ magazines
Author: Myers, Joshua Jedidiah
Abstract: 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.
Record URI: http://hdl.handle.net/1850/12995
Date: 2010-09-20

Files in this item

Files Size Format View
JMyersThesis9-20-2010.pdf 592.9Kb PDF View/Open

The following license files are associated with this item:

This item appears in the following Collection(s)

Show full item record

Search RIT DML


Advanced Search

Browse