Moving Beyond Race: The Roleof
Ethnic Identityin Evaluating
University Of Kentucky
Ronald C. Goodstein
In the late 1960s and throughout the 1970s, The effects associated with the use of ethnicminorities in advertisements werea popular research topic. Between 1965 and 1979, a total of 19 articles on the topicappearedin the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Advertising, and the Journal of Advertising Research. That research on ethnicminorities, particularly African Americans, inadvertising would be widely published during this time periodiscertainly not surprising. Among the changes arising from the civil rights movement wasagrowthinadstargeting Black consumersand an increase in the use of Black models in advertisements. Forinstance, Kassarjian (1969) reported that the number of ethnicminorities appearing in magazine advertisements doubledbetween 1965 and 1969. Naturally, research ers reacted to this change in marketing practice by testing the effect that The use of racial minorities had on the advertising audience (12 of the 19 articles specifically tested the effect of the use of Black actors in advertisements).
After the initial flurry of Public ations on the topic, research on the use of minorities inadvertising stagnated. From 1980 through 1998, only five additional articles relating to the appearance of minorities inadvertising were publishedin the previously mentionedjournals. This lack of continued research istroublesome for severalreasons. First, research inthis area continues to be important because of its widespread use as a marketing strategy. During the 1980s, the minoritypopulation