Marketing to MinoritiesPortrayals of Minorities in Advertising

“It is understanding that gives us an ability to have peace. When we understand the other fellow’s viewpoint, and he understand ours, then we can sit down and work out our differences”—Harry Truman

Growth of minorities

Influence of minorities is growing Growth rates

US population: 9% per year Caucasians: 3% African Americans: 14%

African American Consumers

34.7 million 12.3% of U.S. population Average age younger that white population >40% consider themselves middle class 75% of black couples own homes Average income growing at 9%/year

Compared to 4% for whites Purchasing power of $572 billion

Efforts to market to blacks relatively recent Began in 1960’s Began in earnest in 1980’s By 1992 half of Fortune 1000 companies had

ethnic-marketing campaigns $1 billion in advertising is spent targeting the

market Often treated as a monolithic group, but there

are significant differences based on age, economic status and region

Reaching the Audience Marketers have followed one of two distinct

marketing strategies:

1. All advertising in general mass media in belief that African Americans have same media habits as whites

2. Running advertising in selected media directed exclusively to African Americans

Hispanic/Latino American Consumers 35.3 million 12.5% of U.S. population Growing 6.5 times faster than general market Largest minority in US Buying power of ~$500 billion in 2001 Median age ~10 years younger than white

population Larger, extended families (more children) Not monolithic group

separate subcultural markets based on countries of origin

Reaching the Audience

Less than half speak fluent English 83% speak Spanish in their homes (where

they receive their advertising messages) Some businesses sponsor major promotional

campaigns around Latino holidays Others have adopted major Spanish-

language campaigns

Fact or urban legend?

Chevrolet Nova sold poorly in spanish-speaking countries

No va “Doesn’t go” No funciona

Mitsubishi renamed Pajero model because it means masturbating man

Marketed in Latin America as Montero

American Airlines translated its slogan “fly in leather” as vuela en cuero

Vuela en cuero means “fly buck naked” en cueros

“It won’t stain your pocket and embarrass you”

No manchara tu bolsillo, ni te embarazara Embarazar means “to be pregnant” “It won’t stain your pocket and get you

pregnant”

Tienes leche? “Are you lactating?

“It takes a strong man to make a tender chicken”

Tierno can mean “tender” also “soft” or “affectionate”

Un tipo duro can mean “a strong man” literally “a hard chap” coloquially “sexually aroused”

“It takes a sexually aroused man to make a chicken affectionate”

Asian American consumers

10.2 million Represent 17 nations of origin Fastest-growing minority?

50% increase last decade Predominantly urban Strongly driven to achieve middle class

lifestyle Median income exceeds US average by 20%

Reaching the audience

Many don’t speak English well No major Asian cable TV networks

Native American consumers

2.5 million Least affluent of all ethnic groups

Median income $10,000 lower than average Unemployment rate 35%

Marketers do not target them due to Geographic isolation Small numbers

One exception: alcohol advertising

Advertising spending

2001: $280 billion spent on advertising 1.3% spent in targeted ethnic media

$2.1 billion in Hispanic media $1.5 billion in black-targeted media $500 million in media targeted to Asians

1. Images of Minorities in Advertising: African Americans Prior to the civil rights

movement, few images of blacks in advertising

Exception: “Aunt Jemima” caricature Subservient, dark, heavy,

asexual, inarticulate Stereotyped black women

as belonging only in the kitchen

Complaints about use of the stereotype heard as late as mid-80’s

As late as 1990, 3% of people featured in national advertising were black GQ, Vogue, Esquire--fewest black models Sports Illustrated--most black models

Blacks appearing in ads: Athletes Entertainers Laborers children

<than 20% of ads with blacks used women Ethnic minority models often selected based on how

they conform to standards of white beauty

Blacks used in 17% of 904 commercials 31% of ads with blacks put them in major

roles Tend to appear in groups in ads

6.9 persons on average Most likely to cast in ads for

Beer or malt liquor Cigarettes Hair care products

2000 study of television commercials that showed only one race 105 commercials for autos or trucks

percentage of Caucasians: 100% 74 commercials for perfumes

percentage of Caucasians: 98% 47 commercials for jewelry or cosmetics

percentage of Caucasians: 100%

Hispanics

Virtually unused in ads prior to 1980 In late 1980’s

5.8% of television commercials Speaking roles in 1.5% of network television ads

1999 study by Magazine Publishers of America found Hispanics appeared in only 2% of ads

Tend to appear in background roles as part of group Generally not seen in mainstream roles

Exception: stereotyped Latina sex object

2. Impact of Advertising on Children:1999 Report by Children Now Children who watch positive multiracial

interactions on shows such as Sesame Street show more positive attitudes towards people of color and other cultures

Kids who watch shows that routinely stereotype people of color have less favorable attitudes towards those who may be different

Advertising has the same ability as television programming to impact children’s perceptions

Often cast white kids as leaders and go-getters

Minority children play passive or ignorant roles

White kids outnumber children of color Minorities children generally appear in group

shots

Stereotyping

Some of the worst stereotypes were disappearing: Lively Latins Pigtailed Chinese Subservient blacks Mexican bandits

Some stereotypes remain: Asians are computer geeks African American boys play ball African American girls dance All African American kids rap

3. No Urban/Spanish Dictates and Minority Discounts 1999 FCC asked to investigate practices in

advertising industry that created barriers to competition in broadcasting

Studied data from 3,745 radio stations Confirmed existence of practices

No Urban/Spanish dictates Practice of not advertising on radio stations that

target programming to ethnic/racial minorities Minority discounts

Paying minority-formatted radio stations less than what is paid to general market stations with comparable audience size

Study also found that in some cases media buying process is guided by Ethnic/racial stereotyping Underestimations of disposable income Desire to control product image

Study concluded that practice

1. Adversely affects minority-owned radio stations

2. Defeats interest of all Americans in having broad and diverse range of informational and entertainment programming

3. Should be outlawed