Madison Avenue and the Color Line: African Americans in the Advertising Industry |
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You Are Here: Home > History Books > American Prophecies > Item 285
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Madison Avenue and the Color Line: African Americans in the Advertising Industry
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by Jason Chambers
Sales Rank: 755725
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List Price: $39.95
$31.96
At Amazon
on 8-6-2008.
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Features
Cover Type: Hard Cover with 328 pages
Published by: University of Pennsylvania Press December 2007
Written in: English
ISBN 10 Number: 0812240472
ISBN 13 Number: 978-0812240474
Book Dimensions:
9.1 x 6.3 x 1.2 inches
Weighs: 1.4 pounds
Product Review
"Madison Avenue and the Color Line is a major contribution to the history of advertising, consumption, and African American history. I was particularly struck by Chambers's argument that the fate of blacks in the advertising industry depended deeply on external events--whether the integrationism of the early civil rights movement, the government activism of the Great Society, or the anger of the urban riots."--Lizabeth Cohen, author of A Consumers' Republic
Product Description
Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, Madison Avenue and the Color Line breaks new ground by looking at the history of black advertising employees and agency owners.
For much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry resulted from the combined efforts of black media, civil rights groups, black consumers, government organizations, and black advertising and marketing professionals working outside white agencies. Blacks positioned themselves for jobs within the advertising industry, especially as experts on the black consumer market, and then used their status to alter stereotypical perceptions of black consumers. By doing so, they became part of the broader effort to build an African American professional and entrepreneurial class and to challenge the negative portrayals of blacks in American culture.
Using an extensive review of advertising trade journals, government documents, and organizational papers, as well as personal interviews and the advertisements themselves, Jason Chambers weaves individual biographies together with broader events in U.S. history to tell how blacks struggled to bring equality to the advertising industry.
Reader Reviews
* Excellent blend of the academic and anecdotal * Provides great insight on the realities for African-Americans and people of color in the advertising industry and the larger media industry. * A must read for everyone working in the advertising/media industry or people entering the industry * Also a good resource for college courses in advertising/communications/media studies
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Madison Avenue and the Color Line: African Americans in the Advertising Industry
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Price: $31.96
Updated on 8-6-2008.
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