Authoritarian Advertising Executives and the Use of Black Models in Advertising.

Surlin, Stuart H.

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Peer reviewed

ERIC Number: EJ168951

Record Type: Journal

Publication Date: 1977

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Authoritarian Advertising Executives and the Use of Black Models in Advertising

Surlin, Stuart H.

Journal of Black Studies, 8, 1, 105-16, Sep 77

Determines the relationship between degree of authoritarianism exhibited by an advertising executive and his desire to use black models in his ads. The hypothesis states that high authoritarian advertising executives will report less use of black models in their ads than will lesser authoritarians. (Author/AM)

Descriptors: Authoritarianism, Behavior Patterns, Black Influences, Blacks, Individual Characteristics, Mass Media, Racial Relations, Racism

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Identifiers - Location: Georgia (Atlanta)

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