Added: Tariq Seda - Date: 14.09.2021 23:56 - Views: 19663 - Clicks: 2691
Illinois advertising professor Jason Chambers specializes in the history of advertising related to African Americans, both their portrayal in and their role in the business. His coming book looks at Chicago ad man Tom Burrell, who revolutionized advertising directed at Black consumers. Uncle Ben is changing. Butterworth is getting a review. One way or another, these and other familiar brands are being rethought due to their use of Black images in packaging and. Jason Chambers can explain why.
He spoke with News Bureau social sciences editor Craig Chamberlain. The central objection is their perpetuation of a negative stereotype, a derogatory image. Among these cases, Aunt Jemima is the foremost example. In this moment, any brand or organization perceived to be on the wrong side of things in regard to race in America is running a risk of becoming the next great public story. In contrast to earlier moments that relied on mainstream media, social media has changed all that. You can reach tens, hundreds, millions of people as an individual or a small organization to carry these arguments forth.
And companies know that.
Companies can see the spikes of negative public opinion in the ebb and flow of their brands or their sales, moment by moment. That is a powerful, powerful motivator that companies have not had to deal with at this level before. Prior to the spread of social media, a boycott took weeks to organize and required a lot of mainstream media attention. A social media story can also maintain a life of its own after the major press has turned back to other issues.
Every company in this situation has to decide whether it can take the chance and withstand the public scrutiny or outcry and maintain things as they are. They have a tendency to look forward rather than back. Consumers are responding vastly differently to that now, often expecting an immediate and definitive response. One response by companies in the past has been to update brand imagery to move it away from problematic origins. Does this ever work? It depends upon what the image really is, and it depends upon what its original formulation was, what the original story was, and it can begin from there.
With Aunt Jemima, for example, it has a historical layer, a visual layer and a named layer. A lot of companies, institutions and organizations have questionable histories in terms of race, but depending upon the changes they make in the present, people can look and say that was part of your past, that was part of your history. What were the keys to his success that advertisers could learn from today?
A key to success that you could absolutely learn from in any era was his analysis of the consumer market that he was talking to. He had a unique and wonderfully perceptive understanding of the African American consumer market, but he also combined that with a broader understanding and analysis, and a real genius for advertising. Those in the business today can learn from Burrell by asking how they can connect what they know about traditional advertising, branding and marketing with an understanding of African American consumers.
There are gaps and areas of opportunity for companies to reach into this market if they can overcome some of their own racial prejudices, or even preconceived notions about what motivates or moves African American consumers, or what engenders their loyalty. To reach Jason Chambers, call ; jpchambe illinois. Photo courtesy Jason Chambers.Black business man does anyone read these ads anymore
email: [email protected] - phone:(313) 274-6214 x 6772
Black business man does anyone read these anymore