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• W2079793060 abstract "To examine the portrayal of African-American models in trade journal advertising, this longitudinal study content analyzed more than 1,200 trade journal advertisements, containing about 3,700 people, to provide a unique sixdecade perspective on African-American ad portrayals in the infrequently studied trade segment of the B2B (business-to-business) market. Prior research and cultivation theory are the foundations for this study. Results from four different B2B sectors—architecture, automotive, health, and law—indicate that over the 60-year span of the study, the number of African Americans in B2B trade journal ads increased. Furthermore, the percentage of black female models increased, although the increase was variable and in only one decade of the six studied did the percentage of black females exceed that of black males. Looking at roles portrayed, by the last two decades of the study, there were significant increases in blacks in major roles and significant declines in minor roles. Last, there was a marked change in black occupational portrayals from primarily blue-collar to white-collar/professional roles. Findings based on this six-decade study of trade journals representing different sectors of the B2B market suggest that B2B advertising, at least in these vehicles, is consistent with the mainstreaming tenet of cultivation theory." @default.
• W2079793060 created "2016-06-24" @default.
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• W2079793060 date "2011-12-17" @default.
• W2079793060 modified "2023-10-14" @default.
• W2079793060 title "Is the Changing Status of African Americans in the B2B Buying Center Reflected in Trade Journal Advertising?" @default.
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• W2079793060 doi "https://doi.org/10.2753/joa0091-3367400407" @default.
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