Introduction

The Life and Legacy of Moss Kendrix

The Coca-Cola Years

The Coca-Cola Proposal

The National Association of Market Developers

SPECIAL REPORT: The Changing Face of the Urban Markets

The African-American Image Abroad: Golly, It's Good!

The African-American Image in Advertising

The Advertiser's Holy Trinity: Aunt Jemima, Rastus, and Uncle Ben

A Distorted Reflection: African-Americans and Beauty Products

The Times They Are A-Changing 1960 - 1990

The Advertising Future for African-Americans

What the Public Thinks, Counts

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The Times They Are A-Changing 1960 - 1990

Men like Moss Kendrix were working to change the way African-Americans were portrayed in advertising as early as the 1940s and 1950s. Still, it would take the Black Power protests and riots, the deaths of civil rights leaders, and the Women's Liberation Movement to force the

United States to deal with serious issues concerning race, gender, and sexuality that had been keep under the surface of American society. Advertisers were forced to acknowledge that African-Americans were intelligent consumers who would not buy products by companies that refused to represent their lifestyle in commercials and print ads. African-Americans began to vote with their pocketbooks and to actively to encourage others to "Buy Black" and support black owned businesses.

The production of products and magazines targeting an African-American demographic are currently at an all-time high.

As Black History Week metamorphosed into Black History Month, many advertisers took advantage of this period to design special ads, offer premiums, and give away free "educational" materials highlighting African-American culture. Familiar promotional campaigns like Old Taylor Liquor's Great African-American Men series (with free-standing cardboard figures) and Budweiser's Great Kings of Africa poster series were among many of the promotional products available in the late 1970s and early 1980s. Soon a variety of companies and organizations including the Red Cross, Coke, Pepsi, Procter and Gamble, and Nabisco designed posters and calendars that educated, inspired, and served as public service messages. While many African-Americans were pleased with the visibility, others objected to the types of companies that were funding these materials for families. Also, objections focused on the one month out of the year "ghettoization celebration" of African-American history and culture.

While issues like Black History Month have yet to be resolved, it is undeniable that positive changes are taking place. The production of products and magazines targeting an African-American demographic are currently at an all-time high.