04244nam 22007575 450 991077914680332120190708092533.01-283-89793-80-8122-0385-210.9783/9780812203851(CKB)2550000000104546(OCoLC)802058520(CaPaEBR)ebrary10576083(SSID)ssj0000738235(PQKBManifestationID)12332060(PQKBTitleCode)TC0000738235(PQKBWorkID)10792999(PQKB)10656743(SSID)ssj0000818882(PQKBManifestationID)11410929(PQKBTitleCode)TC0000818882(PQKBWorkID)10840341(PQKB)11745279(DE-B1597)449437(OCoLC)1013954434(OCoLC)979684605(DE-B1597)9780812203851(MiAaPQ)EBC3441643(EXLCZ)99255000000010454620190708d2011 fg engurcn|||||||||txtccrMadison Avenue and the Color Line African Americans in the Advertising Industry /Jason ChambersPhiladelphia : University of Pennsylvania Press, [2011]©20081 online resource (329 p.) Bibliographic Level Mode of Issuance: Monograph0-8122-2060-9 Includes bibliographical references (p. [273]-306) and index. Frontmatter -- Contents -- Introduction -- Chapter 1. The Rise of Black Consumer Marketing -- Chapter 2. The Jackie Robinsons of Advertising and Selling -- Chapter 3. Civil Rights and the Advertising Industry -- Chapter 4. Affirmative Action and the Search for White Collars -- Chapter 5. The Golden Age -- Epilogue -- Notes -- Index -- AcknowledgmentsUntil 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 examining 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.AdvertisingUnited StatesHistoryAfrican American consumersAfrican Americans and mass mediaAfrican Americans in advertisingAfrican Studies.African-American Studies.American History.American Studies.Business.Economics.AdvertisingHistory.African American consumers.African Americans and mass media.African Americans in advertising.659.1089/96073Chambers Jason, 1519696DE-B1597DE-B1597BOOK9910779146803321Madison Avenue and the Color Line3757960UNINA