A YEAR IN THE LIFE OF THE AFRICAN-AMERICAN MALE IN ADVERTISING: A Content Analysis

Abstract

To assess the portrayal of African-American males in magazine advertising, two content analyses of ads appearing in a diverse set of magazines were conducted for the present study. The aim of the study was to unearth information on the frequency with which African-American men are portrayed in print advertising; the kinds of products/ product categories we see advertised by African-American men in ads in these magazines; and the roles and occupational status, as well as the settings and interactions, in which they were depicted. Study 1 examined portrayals in three new hip-hop magazines (i.e., The Source, Vibe, and XXL). Results from the first study indicate that representation of African-American men in ads was high, but they were used mainly in ads for clothes, shoes, and accessories. They were likely to be shown in major roles in these ads, and by themselves. Nonoccupational roles and limited portrayals in business or work-related settings were dominant, however. Study 2, which formed a basis for comparison, examined portrayals in two targeted magazines (i.e., Ebony and Essence) and two mainstream magazines (GQ and SPIN). Study 2 found a lower level of representation of African-American men in ads in the magazines used in this study, but when they were in ads, they were likely to be in major roles. There was greater diversity in product categories advertised, but overall, the types of interactions, the portrayals in nonoccupational roles, and the limited portrayals in business and work-related settings mirrored those of Study 1. The present study relates the findings to theoretical notions posited by both social learning and cultivation theories. Limitations of the studies are addressed and avenues for future research are proposed.