Racism in Magazine Advertisements

What were the causes of the turning point of racism in Magazine advertising when African Americans went from being pictured as the servants and “Aunt Jemimas” to being the main user of the product being sold in the AD

Introduction

For a long time, African-American persons were considered to be immensely primitive and unequal, in all aspects[1].  Racism has always been a major concern in the United States and magazines, and other advertising features were not left behind. The American companies never used the African Americans for their advertisements unless in the cases where they wanted to show the dominance of the materials, and they would use the blacks as a symbol of weakness, ugliness and grotesque. The persons were also used in the illustration of works such as manual, dirty and heavy work[2]. The picturesque of servantly and “Aunt Jemima’s” was very common with the latter illustrating the African- Americans as mammies who worked as cooks in the American households. Typically, the mammies had the primary role of serving the white households and taking care of all the children and had very little freedom and rights[3]. Aunt Jemima was also pictured as being a happy servant with the idea of making it seem that in as much as the blacks were slaves; they enjoyed giving the services and as a result knew the best products, specifically for cooking[4]. A turning point in magazine advertisement was gradually experienced and with the shift came the focus on African-Americans as being the primary users of the products being sold in the Ads. This topic will focus on the causes of the turning points of racism in such magazine advertisements.

Research Questions

The interpretive questions about the primary source materials include;

1. How did magazine advertisement change from racism towards the African-American to being the main users of the product being sold in the advertisements?

2. What were the causes of the turning point?

3. What does it mean in the advertisement industry?

4. What does the shift represent in the treatment of the African American persons?

Significance of Study

The research will highlight the causes of the gradual change in racism, particularly in magazine advertisements. Racism is a phenomenon that continues to be experienced in the society today, although the instances have decreased significantly. African-Americans were for a long time denied of their rights and overlooked, with the whites considered superiors[5]. Magazine advertisements were not any different and focused on the white market, blocking the African-Americans entirely. In the few instances where they were used, they either depicted slavery, poverty or massive casual works. The “Aunt Jemima” advertisement is amongst the most popular ads which were particularly famous for advertising the pancake mix. In the picture, Aunt Jemima is pictured as a plump black woman with a huge smile on her face, wearing a headband. The type of clothing she is portrayed in is the ones which were used by servants in American homes. The product was therefore clearly meant for the white households with the message being that the workers would prepare the best pancakes with the mix[6]. In the background, a young white boy is depicted enjoying the pancakes, illustrating the height of racism. The study is therefore significant in addressing the historical aspects of the vice and the circumstances which led to the change.

This research will also attempt to verify that in as much as the inclusion of the African-Americans was considered as a significant milestone against racism, some of the causes that led to the advertisements weren’t as noble as they seem. For instance, amongst the initial advertisements was the ad for bleaching soaps in which the dark persons were pictured using the products and ultimately becoming lighter. In as much as the companies recognized the African-Americans as the primary market for their products, it was somewhat demeaning, and the message that was communicated was that they would become more accepted and beautiful if they changed their skin color[7]. Among a classic initial ad was a black boy who got into the water and after using the soap became a white person. Also, the print trade cards which were similarly amongst the first African-American advertisements illustrated the African-Americans in matters which concerned slavery and portrayed them as being very unattractive[8].

After some time, focus gradually shifted from the continued negative portraying to the recognition that the African-American community was a huge market and therefore it was wise to involve them in positive advertising. In the 1940’s a number of companies had already realized how crucial the African-American market was with a disposable income of around $1.65 billion. Vomac Advertising agency is mainly known for its contribution to the involvement of the community through the advertising of products made by the blacks, using the blacks in the advertisements and primarily targeting the black persons. Many magazines were also developed in the 1950’s by the blacks and focused on selling the content to the black community, ultimately increasing the number of ad’s that were done by the said persons[9].

My primary sources will be two magazines, both of which depict the transition of racism in magazine advertisements. The magazines will analyze the causes of the shift as well as the difference between the former times and the current ones. AdAge magazine is one of the sources with very comprehensive articles about the turning points as well as the causes of the turning.  Jet magazine is also a primary source due to its contribution to being amongst the first magazines in history which were meant for African-Americans and advertised their products solely for their use[10]. The groundwork for this study, therefore, involves the reading of such magazines, their reviews and various peer-reviewed journals that have analyzed the causes of the turning points for the magazines.

Study Methods

Since this research is focused on investigating a historical phenomenon, primary analysis is not possible. Therefore, the study will focus on the literature reviewing of works of previous scholars, with the primary sources being magazine resources and the secondary sources being books and journals. The approach will be qualitative as the causes of the turning points cannot be analyzed using a quantitative approach.

Racism has always been a significant source of concern, and therefore, many theories have been undertaken in the past to analyze them. That notwithstanding, little research has been conducted to examine the beginning of the inclusion of African-American products in the ads.  The shift from the blacks being identified with slavery and poverty to be identified as a great market for some of the products was undoubtedly monumental. The research will focus on the identification of the initial products and magazine ADs that were advertised solely for the African-Americans, and the probable causes of such a shift are imperative.

Outline of the Structure of the Thesis

Introduction

The introduction will cover the argument and introduce the topic for research.

Research Questions

Four research questions will be outlined for investigation of the research topic.

Background/History  

The study will include the review of the basis of the study problem, in this case being the history of the turning point in magazine advertisements; gradually increases African-American coverage

Significance of the study       

The importance of the study includes the importance of conducting the research and whom it will benefit.

Literature Review

The literature review will include the analysis of theories and concepts from other scholars who have previously undertaken similar study

Research Methods

A qualitative research method will be employed, which involves the reliance on peer-reviewed articles.

Discussion of the Results

Discussion of the results involves getting the inferences or overall ideas of the various scholars

Limitations of research

Involves the identification of the areas which were troublesome in the course of carrying out the study.

Conclusion     

Includes a summary of the entire paper, highlighting the major points.       

Primary Sources

African-Americans: Representations In Advertising". 2018. Adage.Com. http://adage.com/article/adage-encyclopedia/african-americans-representations-advertising/98304/.

Denette, Aryn. In search of identity: Black masculinity as presented in advertisements in" Jet Magazine," 1974-1984. University of Central Arkansas, 2015

Annotated Bibliography

Masiola, Rosanna, and Renato Tomei. "Gender in blackness: Stereotyping in children’s literature, media, and political discourse." IJCCSEV 2, no. 2 (2013): 121-137

This research focuses on the height of discrimination of the African- American in the western world. The authors note that the black stigmatization started a long time ago, especially n the sphere of advertising discourse and institutional dialogue. So severe was the racial stigmatization particularly after the analysis of the songs of songs whose translation is “I am black and beautiful,” yet the whites did not agree with the sentiments

This source is immensely beneficial since it gives an account of the severity of racial discrimination in history, which spread to the advertisement ads and constantly portrayed the African-Americans as undeserving of anything worthy. The stereotyping of persons based on their color meant that when advertisements for positive things was done, the white people were involved while the blacks represented the negative aspects such as slavery and hard labor.

The major strength of the article is that it illustrates the issues as they were experienced and the effects that racism had in the advertisement sector. This article, however, fails to identify the critical causes that resulted in the turning point and gradual acceptance of the African-Americans as well as their involvement in the advertising.

"African-Americans: Representations In Advertising." 2018. Adage.Com. http://adage.com/article/adage-encyclopedia/african-americans-representations-advertising/98304/.

This article describes the history of the African-American involvement in the advertising sector in the past. The article begins by identifying the issues that had affected the blacks for a very long time with stereotyping and increased racism being amongst the major ones.  The authors then analyze how gradually, the African American’s products were gradually introduced into the market. The advertising agencies after that began using the black models in the ad’s, a very big shift from the initial scene where they were totally disregarded. That notwithstanding, the author notes that in as much as the situation changed, it didn’t change the fact that the whites still felt that they were immensely superior to the African-Americans. Therefore, the products they brought to the market were considerably demeaning, with the first being a bleaching soap. The magazine ad illustrated a black boy using the soap ultimately turning into a white one; the situation they felt was the most ideal. Many similar advertisements came up with time illustrating a gradual turning point.

The major strength of this source is that it identifies vital points in the transition, such as the Aunt Jemima ad which is still popular to date as well other advertisements which portrayed the African-Americans as servants and to large extent slaves. More importantly, the author illustrates the causes of the transitions, with the most beneficial one being the realization that the untapped African-American community had disposable income amounting to more than $1.65 million. Further, the blacks were starting to rise and even developed their magazines with the target market being the fellow African-Americans. Finally, the African-Americans started following their dreams, and some become very successful in their various areas such as Michael Jackson in singing. With the black community becoming amongst the biggest market for various commodities, a shift was necessary.

Norwood, Kimberly Jade. "If you are White, you's alright: Stories about colorism in America." Wash. U. Global Stud. L. Rev. 14 (2015): 585.

This article analyzes the struggle of growing up black in the United States.  The author explains how her mother had fair skin, just like Halle Berry while she had dark skin. As they walked on the streets, people always looked at her with a sort of disgust while they praised her mother for being immensely beautiful. This article is beneficial since it gives an insight into how kind of life that the black people lived, being made to feel immensely ugly and unloved. Most of these people sought to change the situation through the breaching of their skins, as illustrated by the many ads that the soap companies advertised.

The major strength of this article is that it outlines the causes of the increased racism, with skin color being the primary reason. Also, it gives the readers the idea pertaining to why the breaching soaps’ market saw a gap in the industry, by seeing that so many of the people disliked their colors and turned it into their advantage. Therefore, the major cause of the turning point, which is a gap in the market is settled by the author. However, the author fails to recognize the positive contributions of the turning point and only focuses on the negativity of taking advantage of the vulnerability of the persons.

"Black History Milestones - Black History - HISTORY.Com." 2018. HISTORY.Com. http://www.history.com/topics/black-history/black-history-milestones

This article analyzes the milestones that have been witnessed in the African-American societies since time immemorial. The author focuses on how in the past, the racism was highly prevalent and the blacks were only viewed as slaves and servants, just like the Aunt Jemima and mammy’s illustration depicted by the various magazine advertisements. The author traces the racism practice to the initial slave trade where the blacks were taken for work purposes. However, as time passed, the rules and regulations kept changing, giving the community more freedom and rights, ultimately enabling them to have the ability to purchase property and have wealth. The phenomenon changed the magazine advertisement practice since at the said time; they realized that the African-Americans also served as a huge market and could be monumental in some products. Products such as the aforementioned skin lightning products, hair products for kinky hair and even clothes associated with the black community became very lucrative and changed the whole advertisement modes.

The strength of this article is that it takes the reader step by step and explains the various changes that occurred in the African-American society, from being considered as nothing to becoming hugely influential to the point where the country had its first black president. The causes of the shift are also illustrated, with the most outstanding being the ultimate change from being considered as slaves to becoming entirely independent and free to follow their dreams and achieve goals. However, the article fails to identify more causes of the shift in magazine advertising.

Smith, Madeline. "Where has she been and where is she going: The evolutionary portrayal of Black women in print advertising from the 1960s to 2000s." (2015).

This article focuses on the perceived evolution of the black women in print advertising from the 1960’s to the 2000’s.  The authors note that in the past, the black women were not represented in the magazine and other print media as they were considered lowly with no rights. In the ads, the women were illustrated solely as domestic workers whose work was to clean and take care of their wealthy white counterparts. The author notes that although the situation has changed considerably over time, the black women are not entirely rated equally with their white counterparts as most ads depict the women as dominating, unhealthy, gold diggers and overly sexualized.

This article is beneficial as it recognizes the benefit of advertising since it can influence how other people reflect and perceive a certain element. Therefore, the use of ad’s such as Jemima, the household woman and others such as Jezebel who is considered to be highly sexual are very inappropriate. The author also outlines the various causes of the turning point in the magazine advertising, mostly attributing the shift to the increase in the consumer market. Social awareness is also recognized as a major cause, where the masses were educated about the importance of equity, thus stopped stereotyping.  According to the author, black people’s involvement in magazine advertisements has improved significantly.

[1]

"Black History Milestones - Black History - HISTORY.Com". 2018. HISTORY.Com. http://www.history.com/topics/black-history/black-history-milestones.

[2]

Ibid

[3]

Smith, Madeline. "Where has she been and where is she going: The evolutionary portrayal of Black women in print advertising from the 1960s to 2000s." (2015).

[4]

Masiola, Rosanna, and Renato Tomei. "Gender in blackness: Stereotyping in children’s literature, media and political discourse." IJCCSEV 2, no. 2 (2013): 121-137.

[5]

Norwood, Kimberly Jade. "If you is White, you's alright: Stories about colorism in America." Wash. U. Global Stud. L. Rev. 14 (2015): 585.

[6]

Smith, Madeline. "Where has she been and where is she going: The evolutionary portrayal of Black women in print advertising from the 1960s to 2000s." (2015).

[7]

Norwood, Kimberly Jade. "If you is White, you's alright: Stories about colorism in America." Wash. U. Global Stud. L. Rev. 14 (2015): 585

[8]

iBid

[9]

"African-Americans: Representations In Advertising". 2018. Adage.Com. http://adage.com/article/adage-encyclopedia/african-americans-representations-advertising/98304/.

[10]

Denette, Aryn. In search of identity: Black masculinity as presented in advertisements in" Jet Magazine", 1974-1984. University of Central Arkansas, 2015.