Marketing to MinoritiesSlide 2Growth of minoritiesAfrican American ConsumersSlide 5Reaching the AudienceHispanic/Latino American ConsumersSlide 8Fact or urban legend?Slide 10Slide 11Slide 12Slide 13Slide 14Asian American consumersReaching the audienceNative American consumersAdvertising spending1. Images of Minorities in Advertising: African AmericansSlide 20Slide 212000 study of television commercials that showed only one raceHispanics2. Impact of Advertising on Children: 1999 Report by Children NowSlide 25StereotypingSlide 273. No Urban/Spanish Dictates and Minority DiscountsSlide 29Slide 30Slide 31Marketing to MinoritiesPortrayals of Minorities in Advertising“It is understanding that gives us an ability to have peace. When we understand the other fellow’s viewpoint, and he understand ours, then we can sit down and work out our differences”—Harry TrumanGrowth of minoritiesInfluence of minorities is growingGrowth ratesUS population: 9% per yearCaucasians: 3%African Americans: 14%African American Consumers34.7 million12.3% of U.S. populationAverage age younger that white population>40% consider themselves middle class75% of black couples own homesAverage income growing at 9%/yearCompared to 4% for whitesPurchasing power of $572 billionEfforts to market to blacks relatively recentBegan in 1960’sBegan in earnest in 1980’sBy 1992 half of Fortune 1000 companies had ethnic-marketing campaigns$1 billion in advertising is spent targeting the marketOften treated as a monolithic group, but there are significant differences based on age, economic status and regionReaching the AudienceMarketers have followed one of two distinct marketing strategies:1. All advertising in general mass media in belief that African Americans have same media habits as whites2. Running advertising in selected media directed exclusively to African AmericansHispanic/Latino American Consumers35.3 million12.5% of U.S. populationGrowing 6.5 times faster than general marketLargest minority in USBuying power of ~$500 billion in 2001Median age ~10 years younger than white populationLarger, extended families (more children)Not monolithic groupseparate subcultural markets based on countries of originReaching the AudienceLess than half speak fluent English83% speak Spanish in their homes (where they receive their advertising messages)Some businesses sponsor major promotional campaigns around Latino holidaysOthers have adopted major Spanish-language campaignsFact or urban legend?Chevrolet Nova sold poorly in spanish-speaking countriesNo va“Doesn’t go”No funcionaMitsubishi renamed Pajero model because it means masturbating manMarketed in Latin America as MonteroAmerican Airlines translated its slogan “fly in leather” as vuela en cueroVuela en cuero means “fly buck naked”en cueros“It won’t stain your pocket and embarrass you”No manchara tu bolsillo, ni te embarazaraEmbarazar means “to be pregnant”“It won’t stain your pocket and get you pregnant”Tienes leche?“Are you lactating?“It takes a strong man to make a tender chicken”Tierno can mean “tender”also “soft” or “affectionate”Un tipo duro can mean “a strong man”literally “a hard chap” coloquially “sexually aroused”“It takes a sexually aroused man to make a chicken affectionate”Asian American consumers10.2 millionRepresent 17 nations of originFastest-growing minority?50% increase last decadePredominantly urbanStrongly driven to achieve middle class lifestyleMedian income exceeds US average by 20%Reaching the audienceMany don’t speak English wellNo major Asian cable TV networksNative American consumers2.5 millionLeast affluent of all ethnic groupsMedian income $10,000 lower than averageUnemployment rate 35%Marketers do not target them due toGeographic isolationSmall numbersOne exception: alcohol advertisingAdvertising spending2001: $280 billion spent on advertising1.3% spent in targeted ethnic media$2.1 billion in Hispanic media$1.5 billion in black-targeted media$500 million in media targeted to Asians1. Images of Minorities in Advertising: African AmericansPrior to the civil rights movement, few images of blacks in advertisingException: “Aunt Jemima” caricatureSubservient, dark, heavy, asexual, inarticulateStereotyped black women as belonging only in the kitchenComplaints about use of the stereotype heard as late as mid-80’sAs late as 1990, 3% of people featured in national advertising were blackGQ, Vogue, Esquire--fewest black modelsSports Illustrated--most black modelsBlacks appearing in ads:AthletesEntertainersLaborerschildren<than 20% of ads with blacks used womenEthnic minority models often selected based on how they conform to standards of white beautyBlacks used in 17% of 904 commercials 31% of ads with blacks put them in major rolesTend to appear in groups in ads6.9 persons on averageMost likely to cast in ads forBeer or malt liquorCigarettesHair care products2000 study of television commercials that showed only one race105 commercials for autos or truckspercentage of Caucasians: 100%74 commercials for perfumes percentage of Caucasians: 98%47 commercials for jewelry or cosmeticspercentage of Caucasians: 100%HispanicsVirtually unused in ads prior to 1980In late 1980’s 5.8% of television commercialsSpeaking roles in 1.5% of network television ads1999 study by Magazine Publishers of America found Hispanics appeared in only 2% of adsTend to appear in background roles as part of groupGenerally not seen in mainstream rolesException: stereotyped Latina sex object2. Impact of Advertising on Children:1999 Report by Children NowChildren who watch positive multiracial interactions on shows such as Sesame Street show more positive attitudes towards people of color and other culturesKids who watch shows that routinely stereotype people of color have less favorable attitudes towards those who may be differentAdvertising has the same ability as television programming to impact children’s perceptionsOften cast white kids as leaders and go-gettersMinority children play passive or ignorant rolesWhite kids outnumber children of colorMinorities
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