The use of black models in specialty catalogs

Abstract

Although there are a wealth of studies which examine the use of minority models (particularly African American models) in advertising, we found no research that addresses the use of black models in direct marketing vehicles, that is, specialty catalogs. W e conducted a content analysis of 1 1 1 clothing and gift catalogs to determine benchmarks on the use of black models in catalogs. Generally, we found that black models in specialty catalogs tend to be used in similar proportions to magazine advertisements and less than the proportion of black models in television advertisements. The average proportion of black models in catalogs is roughly 4 percent. While this percentage does not reflect the proportion of African Americans in our society ( 1 2%). i t is close to the proportion of black Americans that shop from specialty catalogs (7.5%). Other findings were that black models are shown with relatively high-price/value merchandise; medium-brown complected models tend to be used more than models who are very dark or very light in complexion; and nine percent of models on catalog covers are black. We compare our findings to those in the advertising literature and offer implications for direct marketing management and strategy. For the past 30 years, advertisers have ,been urged to include more minority actors in commercial messages to present a more balanced view of American society. Many research studies have been done to examine the use of members of ethnic groups as models in mass media advertising (e.g., 4,11,15,21).In the majority of studies, the ethnic group examined has been African Americans (blacks). Using the mass media studies as a foundation, we extend this research stream to the domain of direct marketing. In particular, we examine the use of black models in direct marketing vehicles, specialty catalogs. Direct marketing through specialty catalogs is more than a $50 billion a year business that involves approximately 81 million shoppers. This market is becoming increasingly competitive and industry sales are expected to grow at an average annual rate of 6.6 percent through 1996. In addition, approximately 44 percent of all adults in the United States buy some merchandise from catalogs per year (10,13,19).In light of the monetary significance of the catalog market, the presence of research about the use of black models in advertisements and the lack of research on the use of black models in catalogs, our study is motivated by the following questions. First, what is the proportion of black models to white models in specialty catalogs? How does this proportion compare to the proportion of blacks and whites in the general population who shop from specialty catalogs? Second, how does the proportion of black models in catalogs compare to the results of studies describing proportions of black models in magazine and television advertisements? Third, what is the relationship between the use of black models and the price of the merchandise modeled in the catalog? Finally, do light-complected black models...

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