Essay 1012

A few random thoughts regarding the ads presented this past week:

For those who missed it, MultiCultClassics collected advertisements featuring Black talent from nearly 30 mass market publications. The grand total of 16 messages is pretty pathetic, considering literally hundreds of ad pages were searched (plus, the hunt spanned two months’ worth of magazines). It translates to roughly half an ad per publication, which technically doesn’t make sense. Then again, the lack of minority presence in mass market publications doesn’t make much sense either.

Some folks might feel compelled to present the stereotypical debates.

For example, there’s the NBA rant. After all, look at the insane amount of money the players receive to endorse everything from soft drinks to sneakers. Sorry, but this argument doesn’t deserve a response.

Others will argue that minority-targeted media presents an equally imbalanced advertising mix that skews in the opposite direction. Well, not really. Most of these magazines run more than a few mass-market messages between their covers. Although it’s probably because most advertisers are too cheap to produce segmented marketing.

Besides, minority-targeted media is supposed to be filled with minorities. But shouldn’t mass market publications reflect the mass market versus mirroring White culture? Shouldn’t mass market advertising appeal to the true mass market — you know, the country where Blacks and Hispanics comprise about 25 percent of the population?

To leaf through entire issues and spot zero minorities is crazy. But it’s a common occurrence for anyone pursuing the quest. Popular fashion magazines are particularly bad in this regard. Pop culture titles are surprisingly culture-free too.

One must wonder how our segregated advertising business fuels the dilemma. But what can you expect when White people continue to dominate the ivory towers of Madison Avenue?