Abstract
Market segmentation made communication with the advertising audience dependent upon the audience segment. African Americans were the first racial minority group identified as having economic viability as a target market that could be reached through advertising content and placement. A content analysis of 358 prime-time television advertisements for African American and general audiences revealed that African Americans are still playing a subordinate role, even in advertising targeted to them. Market segmentation has increased the breadth, but not necessarily the depth of African American advertising depictions.
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