ABSTRACT
Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear. Black and White adolescents (N = 1,990) identified the perceived target audience of 15 movies, 12 of them Black oriented. Results suggest that Black adolescents, especially those with strong ethnic identity, differentiate Black-oriented films from mainstream movies. Black adolescents reported higher exposure to Black-oriented films, particularly if they perceived such films as targeted to Black audiences. White adolescents found it more difficult to identify Black-oriented films. Black-oriented films therefore might be marketed successfully beyond Black audiences.
- Received February 28, 2017.
- Received (in revised form) September 20, 2017.
- Accepted November 14, 2017.
- Copyright© 2018 ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 64 Issue 3
