Separate, but Not Equal: Racial Segmentation in Cigarette Advertising

Abstract

The ethnic segmentation of the cigarette market is currently controversial, but not a new phenomenon. A census of 540 cigarette ads from 1950–1965 Ebony magazines, compared to a matched sample from Life, reveals segmented and segregated advertising toward black consumers. The ads in Ebony eventually featured black models almost exclusively, primarily professional athletes. Despite endorsements from black athletes and musicians also famous to white audiences, none of these appeared in the Life ads. On average, the segregated advertising was two to three years tardy in offering filtered products to black consumers, suggesting that appeals to black pride were not without prejudice. Potential reasons for these historical results are discussed, as are current practices.