A Factor Analytic Study of Black Models in Television Commercials

Since the early 1960s certain civil rights organizations have requested that businessmen use more black models in their firms' promotional material.' Their reason for adopting such a strategy was to utilize promotion as a vehicle for reducing racial stereotypes.2 These civil rights organizations initially threatened boycotts if their requests were not granted and achieved limited immediate success,3 but they have continued their efforts to increase the use of black models in advertising.4 While several large firms have begun using more black models in their promotional material, many businessmen have been reluctant to do so because of a fear of adverse sales consequences.5 Recent studies using content analysis suggest that although the number of blacks in advertising has increased they are not being portrayed in roles equal to white models.6 Furthermore, these studies indicate that when black models have been used in an advertisement they usually have been in the background, were out of focus, did not speak or handle the product, and were Anglicized to the extent that they were made to resemble white models both in appearance