In her article, “The Impact of Market Segmentation on
African American Frequency, Centraility, and Status in Television Advertising,”
Karie Hollerbach addresses the fact that African Americans were the first
racial minority group to be targeted by businesses through television
marketing. In her article, Hollerbach recognizes the fact that advertising is
system that is constantly flowing and adapting to target their audiences. She
discusses the importance of the socioeconomic level of the target audience
states: “…as the consumer power of African Americans was recognized by the
marketing industry, African American advertising depictions increased…” This
goes to show that marketers are not “racist,” they are simply after money and
will do whatever it takes to get the consumer’s dollar in their pocket.
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