One Message, or Many?

The Economist, December 31, 2011

In the television series “Mad Men”, a 1960s adman makes a pitch to a television-maker whose sales are flat. “Among Negroes sales are actually growing,” he chirps. He proposes making “integrated” ads that appeal to both black and white consumers. His idea bombs. This being the era of segregation, one of his listeners wonders if mixed-race ads are even legal.

Such days are long gone. America’s minorities will eventually be a majority of the population: by 2045, according to the most recent census. Advertisers have noticed. Many now favour cross-cultural ads that emphasise what black, Hispanic and Asian-American consumers have in common. {snip}

Ogilvy & Mather, a big ad agency, formed OgilvyCulture in 2010 as a unit specialising in cross-cultural marketing. “The ethnic ad model has not changed since the 1960s,” says Jeffrey Bowman, head of OgilvyCulture. It was the census data that made Ogilvy change its model. In 2010 Burger King stopped employing ethnic agencies such as LatinWorks, which specialised in the Hispanic market, to address its consumers as a whole rather than taking a segmented approach.

Yet some admen feel ethnicity remains relevant. “Every ten years we go through a rethink of targeted versus one voice,” says McGhee Williams Osse, co-chief executive of Burrell, a Chicago-based agency specialising in the African-American market. She argues that ethnic origin is the key to people’s identity, much more than education, income, religion, sex and sexual orientation. {snip}

Maurice Lévy, the boss of Publicis Groupe, the French ad giant that owns 49% of Burrell, says that ethnic advertising makes sense for advertisers that are very big (and so can afford multiple ad campaigns), or very specialised. A maker of cream for black skin, for example, will probably not bother marketing it to Asians.

{snip}

McDonald’s has been a pioneer of ethnic advertising since the 1960s. Minorities represent about 40% of its customers in America. Neil Golden, the firm’s American chief marketing officer, argues that other Americans often follow trends set by ethnic minorities. So he watches minorities for insights he can use in ads aimed at the general market. {snip}

David Burgos, co-author of a book on marketing to the “new majority”, says that in spite of the increasing importance of minority consumers, advertisers still put ethnic ads into a separate budget—which tends to be cut first when the economy goes sour. Only 7% of marketing dollars are spent on targeted ethnic campaigns, although nearly half of Americans belong to ethnic minorities. He thinks ad-agency staff need to be more diverse.

{snip}

 

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  • Anonymous

    On the same day Amren.com posts this article, another one titled “Mexicans Confront Racism with White (and) Black Doll Video”  also appears. 

     In it, children from Mexico are said to favor light colored dolls over black ones.  It  goes on to state that present day images in television and ADVERTISING might be a  factor. What I’d like to know is, why aren’t the same grievance mongers in the above article  also demanding more racial diversity in  Mexican advertising? Odds are, these diversity crazed libtards haven’t a clue that  the Mexican media glorifies whiteness to the extent that it does.  Another thing, why do American advertisers seem so concerned about the senstivities of non-whites when their counterparts in Mexico seem to be so indifferent?  Could it be that Mexio’s elites hold much more realistic views about race, similar to the ones that prevailed here in America during the  “Mad Men” era ? 

  • http://twitter.com/JohannesYngvar Johannes Yngvar

    It certainly seems that they are going with the ‘many’ message.

    There is a cell phone company (Verizon?) that has a current ad campaign featuring a pretty brunette woman in a pink dress.  It is very noticeable given how few women now-a-days actually wear dresses, much less pink ones.

    Anyhow when channel surfing recently I fell upon the Mexican Channel (Univision?) and the Mexican have their very own version of this same ad campaign.  Young woman in a pink dress hawking phones… but she is a brown mestiza instead speaking spanish to other brown people!

    This is fine with me, if we can’t have segregation in the real world, maybe we can at least have it in the virtual world of advertising.  It is interesting that advertising targets what people want… maybe they want the racial segregation that is featured in some advertising!

  • Anonymous

    I wonder who is behind the new Crystal Light commercial where two 30ish White female professionals hope their plane crashes so they can be serviced by a young, shirtless quadroon on the beach below them. Maybe the same firm trying to sell Hyundais using 40-year-old wiggers?

  • British Activism

    This happens to chime with me too, here in England. I was discussing it with a racially aware friend of mine just the other day, because I was telling him how many dolls, toys and games packaging I saw which had non-white and ‘indeterminable’ races on the front whilst I was Christmas shopping.

    Whether it was a swing-ball set featuring a black family, or a ‘Connect Four’ game featuring some kind of mixed race family, I have definitely seen an increase in the erasure of white faces from the packaging over the years.

    He suggested that it was to psychologically manipulate/prepare society and the young for a multiracial future (as in, to beat us down and reinforce the ‘inevitable’ so that we think less of it).

    I suggested that now vast swathes of Britain are now non-white (and mixed race) the marketing people are just switching their sales models to the “new” British consumer.

    In all probability, it is perhaps more likely to be a bit of both! 

    Looking around at these dolls and games, it did get kind of depressing, as ‘life’ was carrying on relentlessly and it seemed that one day in the future, we would not be on any boxes at all.

    Just like the (fictional) Jones’s Removals has become Ahmed’s Removals – and the (fictional) Jackson’s Butchers as become “Hussein’s Halal Meats”. Everything is the same in some ways, but very different at the same time. Like ‘Invasion of the Body Snatchers’……

  • Shawn_thefemale

    There’s something seriously wrong when the anchor to my childhood, Peanuts & Snoopy are shown with a black character on Firefox’s personas choices. Never once was there a black child in the Peanuts cartoons.

    It’s rather telling when much advertising is specifically designed and targeted toward a minority race, such as blacks,  yet at the same time any advertising that is directed toward primarily white audiences are slathered with blacks or non-descript dark-skinned people who are clearly in out-of-character situations…the one black guy at a white party, the one black girl hanging with all white friends in her class…  Hyundai has lost me forever with the new group of white ivy league-ers hip-hopping and rapping about their cars. Seriously???

    • Anonymous

      Agreed.
      As a part time musician I have through the years played most genres (no hip hop) but now that I’m into my 40′s I have gravitated towards Country music because of the focus on family, most morals and the fact that it’s dominated by White’s with all of the overtones, but even this has been infiltrated by the liberal genocide machine through the constant brainwashing of schools and other media, for instance:

      TOBY KEITH – American Ride lyrics

      Winter gettin’ colder, summer gettin’ warmer.

      Tidal wave comin’ ‘cross the Mexican border.

      Why buy a gallon, it’s cheaper by the barrel.

      Just dont get busted singin’ Christmas carols.

      Thats us, that’s right

      Gotta love this American ride.

      Toby is aware of illegal immigration and the assault on Christmas but he love’s this American ride.

      Also:

      DIERKS BENTLEY – Home Lyrics

      Free, nothing feels like free
      But it sometimes means we don’t get along
      Same, no were not the same
      But that’s what makes us strong

      snip

      It’s been a long hard ride
      Got a ways to go
      This is still the place
      That we all call home

      Though subtle these verses speak for themselves as well as the token black that appears in some of the videos usually looking out of place and looking as though they feel out of place, in one instance standing at the end of a video and doing “The Robot”.
      We will continue to be force fed all things anti-White until the majority of us finally realize it, but by then I will probably be in my 80′s :)

  • Anon

    “Anyhow when channel surfing recently I fell upon the Mexican Channel
    (Univision?) and the Mexican have their very own version of this same ad
    campaign.  Young woman in a pink dress hawking phones… but she is a
    brown mestiza instead speaking spanish to other brown people!”

    There are whites in univision ads, just wait until the public service announcement about not driving drunk comes on.