Post on 16-Dec-2015
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