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Madison Avenue and the Color Line : African Americans in the Advertising Industry / Jason Chambers.

By: Material type: TextTextPublisher: Philadelphia : University of Pennsylvania Press, [2011]Copyright date: ©2008Description: 1 online resource (328 p.) : 18 illusContent type:
Media type:
Carrier type:
ISBN:
  • 9780812220605
  • 9780812203851
Subject(s): DDC classification:
  • 659.1089/96073
Other classification:
  • online - DeGruyter
Online resources: Available additional physical forms:
  • Issued also in print.
Contents:
Frontmatter -- Contents -- Introduction -- Chapter 1. The Rise of Black Consumer Marketing -- Chapter 2. The Jackie Robinsons of Advertising and Selling -- Chapter 3. Civil Rights and the Advertising Industry -- Chapter 4. Affirmative Action and the Search for White Collars -- Chapter 5. The Golden Age -- Epilogue -- Notes -- Index -- Acknowledgments
Summary: Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, Madison Avenue and the Color Line breaks new ground by examining the history of black advertising employees and agency owners.For much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry resulted from the combined efforts of black media, civil rights groups, black consumers, government organizations, and black advertising and marketing professionals working outside white agencies. Blacks positioned themselves for jobs within the advertising industry, especially as experts on the black consumer market, and then used their status to alter stereotypical perceptions of black consumers. By doing so, they became part of the broader effort to build an African American professional and entrepreneurial class and to challenge the negative portrayals of blacks in American culture.Using an extensive review of advertising trade journals, government documents, and organizational papers, as well as personal interviews and the advertisements themselves, Jason Chambers weaves individual biographies together with broader events in U.S. history to tell how blacks struggled to bring equality to the advertising industry.
Holdings
Item type Current library Call number URL Status Notes Barcode
eBook eBook Biblioteca "Angelicum" Pont. Univ. S.Tommaso d'Aquino Nuvola online online - DeGruyter (Browse shelf(Opens below)) Online access Not for loan (Accesso limitato) Accesso per gli utenti autorizzati / Access for authorized users (dgr)9780812203851

Frontmatter -- Contents -- Introduction -- Chapter 1. The Rise of Black Consumer Marketing -- Chapter 2. The Jackie Robinsons of Advertising and Selling -- Chapter 3. Civil Rights and the Advertising Industry -- Chapter 4. Affirmative Action and the Search for White Collars -- Chapter 5. The Golden Age -- Epilogue -- Notes -- Index -- Acknowledgments

restricted access online access with authorization star

http://purl.org/coar/access_right/c_16ec

Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, Madison Avenue and the Color Line breaks new ground by examining the history of black advertising employees and agency owners.For much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry resulted from the combined efforts of black media, civil rights groups, black consumers, government organizations, and black advertising and marketing professionals working outside white agencies. Blacks positioned themselves for jobs within the advertising industry, especially as experts on the black consumer market, and then used their status to alter stereotypical perceptions of black consumers. By doing so, they became part of the broader effort to build an African American professional and entrepreneurial class and to challenge the negative portrayals of blacks in American culture.Using an extensive review of advertising trade journals, government documents, and organizational papers, as well as personal interviews and the advertisements themselves, Jason Chambers weaves individual biographies together with broader events in U.S. history to tell how blacks struggled to bring equality to the advertising industry.

Issued also in print.

Mode of access: Internet via World Wide Web.

In English.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 24. Apr 2022)