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For my essay, I have chosen to discuss the statement “The Black Freedom Movement of the 1950’s and 1960’s captured the attention of millions… As American Americans started streaming into American cities, or what American corporations call “”major markets” U.S. businesses sought to influence the consumption patterns of these increasingly important black consumers.” I have chosen to discuss this title because I believe it had an extremely rich and interesting background to it as well as being able to involve many different aspects from history and society. I plan to layout my essay in five sections, the first section introduces the concept of targeting black consumers and why this occurrence happened in the specific period. The section second discusses the clear distinction between white advertising and black advertising and how that affects the consumerism of the market, using tobacco advertising as an example. The third section discusses how importance and the size of the black market, using the example of Pepsi Cola. The fourth section discusses the emergence of design for African American advertisement, using Blue Note Records as an example. The fifth section discusses the importance of seeing the black consumer’s needs and how corporations dealt with that, using the example of Ebony Magazine. Finally, in the sixth section I use Black Opal Cosmetics as an example to see how the issue has contemporary relevance. American culture has progressed a huge amount in such a small time. Today the 44th President of the United States is an African American and with 51% of the election votes in his running for president in 2012, Barack Obama winning the election signalled a shift in attitude and a change in society. This remarkable mile... ... middle of paper ... ...Black Opal was developed by women of Jamaican decent, and emphasizes the need to recognize heritage. Creating a line of make-up that enhances a woman’s natural colour, the brand portrays a glamorous and stylish image, which introduces celebrity endorsements from women of colour. In conclusion, even though such a huge history and area of society was said in the statement, I believe it is clear from my outlined sections and examples that the statement is in fact true. We can see this in these two decades, from 1950 to 1970 that the U.S. businesses sought to influence the consumption of the increasingly important black consumers. Using various examples from different fields of consumerism I have demonstrated how the great change in the 1950’s and 1960’s due to the Black Freedom Movement, had a massive impact on the U.S. corporations and how they deal with consumers.
The first chapter on ‘Account Planning’ deals with issues of racialization and biopolitics that have historically informed representations of Asian Americans in advertisements. With changing social and economic conditions, it navigates the emergence of ‘Asian American’ from being a census category to cultural and linguistic representations that are iterated through multicultural advertising. The category of Asian American is presented through historical examples and textual analysis of advertisements. Further, this chapter not only reflects on the historical naturalization of race for the community when projected as excellent consumers but also for such a broad term enveloping several nationalities and differing ethnicities, it underscores how Asian American advertising attempts to construct such representations separately from other racial and ethnic communities, like African American and Latino consumers, within the United
Kern-Foxworth, Marilyn. “Memories of the Way We Were: Blacks in Early Print and Electronic Advertising.” Aunt Jemima, Uncle Ben, and Rastus: Blacks in Advertising, Yesterday, Today, and Tomorrow. Westport: Praeger Publishers, 1994. 29-42. Print.
Although an effort is made in connecting with the blacks, the idea behind it is not in understanding the blacks and their culture but rather is an exploitative one. It had an adverse impact on the black community by degrading their esteem and status in the community. For many years, the political process also had been influenced by the same ideas and had ignored the black population in the political process (Belk, 1990). America loves appropriating black culture — even when black people themselves, at times, don’t receive much love from America.
This essay is a perfect example of the importance of a thorough introduction to provide the reader with a concise synopsis of what the paper intends to covers. Had Gladwell excelled in both areas he neglected, this would be an extremely interesting, thought-provoking look into the world of advertising. Works Cited Gladwell, M. (1997). The New Yorker. Listening to Khakis.
The African-American Years: Chronologies of American History and Experience. Ed. Gabriel Burns Stepto. New York: Charles Scribner 's Sons, 2003.
The 1950s was a great success for the civil rights movement; there were a number of developments which greatly improved the lives of black people in America and really started the civil rights movement, as black people became more confident and willing to fight for their cause.
Black Economics In Black Economics William Raspberry offers a personal insight into the economics of the black American, but as he states Raspberry is “neither a businessman, an economist, nor a social scientist.” He presents his views without analysis and his solutions without a business outlook; instead Raspberry looks to the people for the cause and the answer. William Raspberry makes a bold effort by calling on his race, the African Americans, for both the cause and solution to their economic problems. Raspberry chooses to open up with two myths about race, helping to set the tone of the paper. The first myth he deals with is that “race is of overriding importance, that it is a determinant not just of opportunity but also of potential, a reliable basis for explaining political and economic realities . . . ” He explains that it is easy to see how race has assumed such importance in the mythology since slavery is the very reason blacks are present in America. Raspberry continues to elaborate on the topic of slavery to produce the central theme of the myth: the myth of white superiority. There are two things that flow from the “racism-is-all” myth that are used to account for the difficulties of blacks. The first, Raspberry states, is that it puts the solution to their difficulties outside their control, and second it causes blacks to think of their problems in terms of a failure of racial justice. With the second result Raspberry elaborates by calling on civil rights. Income gaps, education gaps, test-score gaps, infant-mortality gaps, employment gaps, business-participation gaps, as stated by Raspberry are all now talked about as “civil rights” issues. He points out that the gaps are real, but that describing them as “civil rights” issues steers us away from possible solutions, and that while doing this the problems grow worse. He offers a comparison to a group of poor whites that are in a similar economic standing as blacks and are granted their full civil rights. So how can the lack of civil rights be responsible for their economic conditions when other groups are just as bad off without the racism factor? So if the racism myth is not the cause of the blacks difficulties, then what does Raspberry offer as the reason? To him the operating myth of blacks accounts for their condition, leading them to focus on the misdistribution of opportunities.
Obama emotionally influences the nation to move forward from the issues of race that is hindering America. Without dwelling on his family tree, Obama reminds us that his father was black and his mother white, that he came from Kenya, but she came from Kansas: “I am married to a black American who carries within her the blood of slave and slave owners — an inheritance we pass on to our two precious daughters. I have brothers, sisters, nieces, nephews, uncles, and cousins, of every race and every hue, scattered across three continents, and for as long as I live, I will never forget that in no other country on Earth is my story even possible.
“Black Awakening in Capitalist America”, Robert Allen’s critical analysis of the structure of the U.S.’s capitalist system, and his views of the manner in which it exploits and feeds on the cultures, societies, and economies of less influential peoples to satiate its ever growing series of needs and base desires. From a rhetorical analysis perspective, Allen describes and supports the evidence he sees for the theory of neocolonialism, and what he sees as the black people’s place within an imperial society where the power of white influence reigns supreme. Placing the gains and losses of the black people under his magnifying glass, Allen describes how he sees the ongoing condition of black people as an inevitable occurrence in the spinning cogs of the capitalist machine.
“African Americans were bought and sold like merchandise. Families split, babies were ripped away from their mother’s chest, and children were sold to masters wit...
It must be noted that for the purpose of avoiding redundancy, the author has chosen to use the terms African-American and black synonymously to reference the culture, which...
Diversity, we define this term today as one of our nation’s most dynamic characteristics in American history. The United States thrives through the means of diversity. However, diversity has not always been a positive component in America; in fact, it took many years for our nation to become accustomed to this broad variety of mixed cultures and social groups. One of the leading groups that were most commonly affected by this, were African American citizens, who were victimized because of their color and race. It wasn’t easy being an African American, back then they had to fight in order to achieve where they are today, from slavery and discrimination, there was a very slim chance of hope for freedom or even citizenship. This longing for hope began to shift around the 1950’s during the Civil Rights Movement, where discrimination still took place yet, it is the time when African Americans started to defend their rights and honor to become freemen like every other citizen of the United States. African Americans were beginning to gain recognition after the 14th Amendment was ratified in 1868, which declared all people born natural in the United States and included the slaves that were previously declared free. However, this didn’t prevent the people from disputing against the constitutional law, especially the people in the South who continued to retaliate against African Americans and the idea of integration in white schools. Integration in white schools played a major role in the battle for Civil Rights in the South, upon the coming of independence for all African American people in the United States after a series of tribulations and loss of hope.
WRITE A COHERENT ESSAY IN WHICH YOU ATTEMPT TO EXPLAIN THE USE OF BLACK ICONIC IMAGES (AND OTHER ETHNIC IMAGES) TO SELL PRODUCTS AS THE ECONOMY OF MASS CONSUMPTION EXPANDED IN THE LATE 19TH AND EARLY 20TH CENTURY. YOU ARE ENCOURAGED TO INCLUDE IMAGES IN YOUR PAPER.
Racism is a repulsive issue that is becoming more and more evident to the people living in America. It is not something that is taken lightly in society today, and it can be extremely offensive to many. Even though everyone reacts differently to it, it is important for all people to make an honest effort to respect others regardless of their racial and ethnic backgrounds. People must change their stereotypical thoughts about others and help decrease or end racism by addressing any issues in which racism is concerned. Results in response to different approaches to confront the situation have occurred, but it still remains very real within our world today. Although some changes have been seen, racism in advertising is still tremendously evident due to very weak, offensive comical attempts, the unawareness of advertisers, and the depiction of society’s ideal person.
Black Consciousness movement is “revolution in consciousness that encompasses all black institutions, including the Black Church.”(2939) This movement was a much needed awakening in the conscious minds of Black people. For years they were subjected to dehumanization tactics, which resulted in loathing of self. Collectively, Black people are thought to have an immense dislike for everything which resembled that of the African. We were a “people who hated our African characteristics.” (2931) We hated our skin, we hated our hair, we hated our features, we found ourselves feeling imprisoned in our skin. Prisoners to an unjust society merely because of the hue of their skin. They were forever in bondage; no longer were they in physical chains, but now they were in mental chains. A shift in perspective in the 1960’s and 1970’s invoked a change in the mentality of the Black community. Their consciousness was roused with a “revolution” undertone. The people wanted change. They wanted an identity that no longer made them feel hostages in a foreign land, but one which embraced their h...