Premium
Racial representation in merchandising: National catalogs
Author(s) -
Allen Sheila S.,
Heckel Robert V.
Publication year - 1979
Publication title -
journal of community psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.585
H-Index - 86
eISSN - 1520-6629
pISSN - 0090-4392
DOI - 10.1002/1520-6629(197901)7:1<85::aid-jcop2290070117>3.0.co;2-4
Subject(s) - clothing , salience (neuroscience) , advertising , representation (politics) , white (mutation) , position (finance) , psychology , marketing , geography , business , political science , cognitive psychology , biochemistry , chemistry , archaeology , finance , politics , law , gene
Three national mail order catalogs were studied to determine the degree to which black people were used in advertising adult clothing. Swimwear, outerwear (topcoats, raincoats), and underwear were not included due to the relative absence of any black models. Results were based on frequency of use of black models, and a combined rating based on the size, salience, position on the page, and price of garments modeled. Results indicated significant underutilization of black models, even when representation was corrected for family income averages for black and white families.