There’s no better way to sell life insurance than with orphans. And you wonder why the insurance industry has such a lousy image among consumers.
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For the past few weeks, MultiCultClassics has been paging through general market magazines in search of advertising featuring Black characters. The list included Elle, Vogue, Cosmopolitan, People, Us, Reader’s Digest, TV Guide, Redbook, Woman’s Day, Parents, Esquire, GQ, Vanity Fair, Time, Newsweek, Business Week, Forbes and many more.
Excluded were layouts with Black sports figures, celebrities and super models. Additionally, ads depicting group photos including token Black figures were nixed. The goal was to determine the true diversity of the general market adscape.
After poring over scores of publications — and literally thousands of pages of ads and editorial — barely a dozen messages were uncovered.
This week, MultiCultClassics presents the rare findings.
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