Chapter 1-8 Overview: Advertising, Race, and Representation

A set of Q&A flashcards covering key concepts from chapters on advertising history, mass/general market, market segmentation, representation, and activism in advertising.

What is the mass market/general market as described in the notes?

The broad national audience advertisers target, historically white, middle- to upper-middle-class, typically 25–55 years old, heterosexual; a conception later challenged and broadened to include diverse groups.

Who was Albert Lasker and what did he say about advertising’s broader impact?

Leader of the Lord & Thomas agency; he argued advertising helps create a homogeneous national culture from a nation of immigrants by shaping shared tastes and habits.

What does the phrase 'advertising is the promise' mean in the context of this lecture?

Advertising makes a promise to the consumer; if the product cannot fulfill that promise, the ad fails faster.

What does it mean that advertising can transcend selling?

Advertising acts as a social and cultural influencer, shaping ideas about taste, status, power, identity, and relationships beyond just moving products.

What is meant by the 'imagined consumer' in early mass advertising?

A broad, generalized profile (often white, middle class) used to craft messages for a national audience, with a later push to recognize diverse segments.

List the six criteria for market segmentation mentioned in the notes.

Historically visible; Measurable; Distinguishable; Accessible; Stable; Profitable.

What does 'accessible' mean in the context of market segmentation?

The segment can be reached through available media or channels (magazines, TV, radio, websites, etc.).

How were race and ethnicity used in early advertising?

As tools of authenticity or indicators of product quality, and to tell stories quickly through stereotypes rather than as consumers.

Give an example of how Native Americans were depicted in early advertising and why this mattered.

Shown as closer to nature to convey authenticity for products (e.g., maple syrup); image carried environmental or natural narratives rather than reflecting actual consumer roles.

What is a notable example of a stereotype-driven advertising character and its fate?

The Frito Bandito; activist pressure led to its removal, illustrating shifts in acceptable representation.

What role did activism play in changing advertising representations in the mid-20th century?

Activists demanded more respectful treatment of people of color and broader consumer portrayal, pressuring brands and leading to the rise of minority-owned agencies.

What change occurred regarding Native American imagery in some brands (e.g., Lando Lakes, sports teams) as a result of advocacy?

Images and names were changed or removed to reduce stereotyping and reflect more respectful representation.

What is the difference between 'mass market' and 'local/regional/national' in advertising terms?

Mass market targets a broad national audience; local/regional targets smaller geographic areas; national refers to nationwide reach across multiple markets.

What is an example of how market segmentation began with publications targeted to a specific group?

Publishers like John H. Johnson (Ebony) demonstrated a profitable market for African Americans, paving the way for targeted advertising and media.

What does 'representation matters' mean in advertising analysis?

The way groups are depicted in ads signals their social existence; absence signals invisibility, while respectful representation has social and economic benefits.

How did brands respond to pressure to diversify representations (e.g., Aunt Jemima, Red Man, Cleveland Indians)?

Brands altered imagery or names to be less caricatured and more respectful, sometimes replacing mascots or updating packaging to reflect modern norms.

What is meant by 'the normal/norm' in advertising’s imagined consumer, and why is it contested?

The default consumer was assumed to be white, middle-class, heterosexual; this norm is challenged as groups are recognized as legitimate markets.

What is authenticity in advertising, and why is it important?

Authenticity means the message reflects the audience’s identity and beliefs; it builds trust and loyalty when audiences feel understood.

What role did Ebony magazine play in the advertising landscape?

A general-interest African American publication that demonstrated a viable, targeted audience for brands seeking to reach Black consumers.

What is the significance of the statement 'advertising uses existing stories and culture'?

Ads borrow recognizable cultural cues and language to communicate quickly and build identification with audiences.

How does the concept of 'representations' connect to social and economic outcomes for brands?

Different representations can expand or constrain a brand’s market; inclusive, respectful imagery can broaden appeal and drive revenue, while stereotypes can limit reach and provoke backlash.

Why is the idea of 'audience needs' emphasized in ad creation according to the notes?

To ensure the message is heard and understood within a few seconds; ads must align with what the audience already values and believes.