Race in Early Tobacco Advertising
This 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
When requesting a correction, please mention this item's handle: RePEc:sae:reorpe:v:43:y:2011:i:3:p:340-347. See general 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 you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.