Race in Early Tobacco Advertising
AbstractThis paper analyzes the inclusion/exclusion and portrayal of minorities (African and Native American) in one early form of tobacco advertising: American tobacco cards from 1880-1911. I test hypotheses related to: 1) attempts to hide the accomplishments/lifestyle of minorities; 2) the inclusion of minorities for exploitative purposes; 3) the role of competition on discrimination; and 4) the existence of progressive undercurrents in this form of advertising. My econometric analysis shows that American tobacco cards contributed via exclusion to the hidden from view treatment of minority lifestyles. The majority of minority inclusions was exploitative in nature promoting racial stereotyping and niche audience marketing, yet a limited progressive undercurrent of treatment, particularly for Native Americans, did emerge.JEL classification: B500, J150, N310
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Union for Radical Political Economics in its journal Review of Radical Political Economics.
Volume (Year): 43 (2011)
Issue (Month): 3 (September)
Contact details of provider:
Web page: http://www.urpe.org/
American tobacco advertising; minorities; exploitation;
Find related papers by JEL classification:
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (SAGE Publications).
If references are entirely missing, you can add them using this form.