The present study uses content analysis to investigate differences in alcoholic beverage advertisement appeals, from Ebony and Gentlemen's Quarterly magazines, aimed at Black men in contrast to the mainstream male demographic. The present study reports that there are no significant statistical differences between ad appeals aimed at Black men and the mainstream male demographic. Consequently, it is suggested that cultural unawareness has displaced racial and ethnic stereotyping in contemporary marketing to Black men. Future research should concern appeals Black media make to their own markets to expose the biases of Black consumer groups who misrepresent the issue of race in contemporary marketing.

Library of Congress Subject Headings

Alcoholic beverages--Marketing; Advertising--Alcoholic beverages; African American consumers; Male consumers--United States; Target marketing--United States

Publication Date


Document Type


Department, Program, or Center

Department of Communication (CLA)


Pugliese, Rudy

Advisor/Committee Member

Miller, Joseph


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF6161.L46 M94 2010


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