LEADER 04244nam 22007575 450 001 9910779146803321 005 20190708092533.0 010 $a1-283-89793-8 010 $a0-8122-0385-2 024 7 $a10.9783/9780812203851 035 $a(CKB)2550000000104546 035 $a(OCoLC)802058520 035 $a(CaPaEBR)ebrary10576083 035 $a(SSID)ssj0000738235 035 $a(PQKBManifestationID)12332060 035 $a(PQKBTitleCode)TC0000738235 035 $a(PQKBWorkID)10792999 035 $a(PQKB)10656743 035 $a(SSID)ssj0000818882 035 $a(PQKBManifestationID)11410929 035 $a(PQKBTitleCode)TC0000818882 035 $a(PQKBWorkID)10840341 035 $a(PQKB)11745279 035 $a(DE-B1597)449437 035 $a(OCoLC)1013954434 035 $a(OCoLC)979684605 035 $a(DE-B1597)9780812203851 035 $a(MiAaPQ)EBC3441643 035 $a(EXLCZ)992550000000104546 100 $a20190708d2011 fg 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMadison Avenue and the Color Line $eAfrican Americans in the Advertising Industry /$fJason Chambers 210 1$aPhiladelphia : $cUniversity of Pennsylvania Press, $d[2011] 210 4$dİ2008 215 $a1 online resource (329 p.) 300 $aBibliographic Level Mode of Issuance: Monograph 311 $a0-8122-2060-9 320 $aIncludes bibliographical references (p. [273]-306) and index. 327 $t Frontmatter -- $tContents -- $tIntroduction -- $tChapter 1. The Rise of Black Consumer Marketing -- $tChapter 2. The Jackie Robinsons of Advertising and Selling -- $tChapter 3. Civil Rights and the Advertising Industry -- $tChapter 4. Affirmative Action and the Search for White Collars -- $tChapter 5. The Golden Age -- $tEpilogue -- $tNotes -- $tIndex -- $tAcknowledgments 330 $aUntil 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. 606 $aAdvertising$zUnited States$xHistory 606 $aAfrican American consumers 606 $aAfrican Americans and mass media 606 $aAfrican Americans in advertising 610 $aAfrican Studies. 610 $aAfrican-American Studies. 610 $aAmerican History. 610 $aAmerican Studies. 610 $aBusiness. 610 $aEconomics. 615 0$aAdvertising$xHistory. 615 0$aAfrican American consumers. 615 0$aAfrican Americans and mass media. 615 0$aAfrican Americans in advertising. 676 $a659.1089/96073 700 $aChambers$b Jason, $01519696 801 0$bDE-B1597 801 1$bDE-B1597 906 $aBOOK 912 $a9910779146803321 996 $aMadison Avenue and the Color Line$93757960 997 $aUNINA