ERIC Number: ED315483
Record Type: Non-Journal
Publication Date: 1990
Reference Count: N/A
The Frequency and Portrayal of Black Females in Fashion Advertisements.
Ervin, Kelly S.; Jackson, Linda A.
Black females are infrequently represented in advertisements in leading fashion magazines and, when they are featured, their presentation may be designed to distance them from the product they advertise. All advertisements in the January and July issues of "Cosmopolitan,""Glamour," and "Vogue" magazines between 1986 and 1988 were examined for the following variables: (1) model's race; (2) cover model's race; (3) number of models; (4) type of product; and (5) view of the model. The following findings are reported: (1) Blacks appeared in 23 of 962 ads (2.4 percent); (2) Asians appeared in five (0.5 percent) ads, and no ads featured Hispanic models; (3) three of 18 cover models were Black (all in "Glamour"), and none were Asian or Hispanic; (4) both Blacks and Whites were more likely to be presented alone than in groups, but a higher percentage of Blacks than Whites were presented in groups than in pairs; (5) Blacks were more likely to appear in clothing ads than in make-up/skin care ads, hair care ads, or alcohol/cigarette ads, but Whites were equally likely to appear in make-up/skin care ads as in clothing ads and twice as likely to appear in these types of ads as in hair care or alcohol/cigarette ads; and (6) Blacks were more likely to be presented in full body view than in face only or in either of the partial body views, while Whites were equally likely to appear in full body view as in face only view. Statistical data are included on four tables. A list of 12 references is appended. (FMW)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A