Download - Black Maled, the Remix* : A Report on Advertising, Representation and the Rebranding of Black men
C. Dickerson
Black Maled, the Remix*
A report on advertising, representation and the re-
branding of Black-men
C. Dickerson
The Present Study• This study will focus on current
trends of commercial advertisement, paying special attention to :
• Portrayal of African-American men
• Stereotyping
• Remixing*, or unconventional representations
C. Dickerson
Background
• African-Americans represent 12.3% of the country and have buying power of an estimated $913 billion (rising to 1.3 trillion by 2013; 9% of the nations buying power)
• However, not explicitly advertised to or considered a separate segment
• Studies show that African Americans are underrepresented in and across product advertisements. Most often featured as athletes or entertainers and in shoe/fashion apparel advertisements. Lack association with high-value products. (Bailey, 2006).
• Increased Inclusion ≠ fair representation
C. Dickerson
Black Men: The Stereotypes
• Historical Representations of African-American men rely on several primary stereotypes:
• Hyper masculine• Brutish• Sexually deviant• Natural Athletes• Buffoonish/Cool
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remix (rē'mĭks') : n., tr.v., from music; an alternative master recording of a song made from an original version. Minor or substantial changes may be made to the dynamics of the original for varied reason in order achieve a variety of effects, to include: 1 artistic purposes; 2 to alter a song to suit a specific genre or format; 3 to improve the fidelity of an older song for which the master recording has been lost or degraded
C. Dickerson
The RemixSean Combs & CÎROC Vodka
•Sophisticated
•Representative of growing Black middle class and young professionals
•Still draws on celebrity and advertises alcoholic product.
C. Dickerson
The RemixAllstate: “Are you in good hands?”
•Rather than a violent threat to family and tradition, is the protector
•Serious appeals to universal notions of family and safety
•Interesting use of celebrity. Not athlete or singer.
• Connection to politics
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Old Spice: “Smell like a man” Campaign
The perfect man! Rich, smart, attractive, well-spoken, charismatic…
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Questions? C. Dickerson
Done.