Racial representation in merchandising: National catalogs

Abstract

Three national mail order catalogs were studied to determine the degree to which black people were used in advertising adult clothing. Swimwear, outerwear (topcoats, raincoats), and underwear were not included due to the relative absence of any black models. Results were based on frequency of use of black models, and a combined rating based on the size, salience, position on the page, and price of garments modeled. Results indicated significant underutilization of black models, even when representation was corrected for family income averages for black and white families.