top of page
BLACK LIVES MATTER
Advertising has the power to reinforce racial stereotypes or to help change them. For decades the ad industry has failed to represent Black Americans both within the workforce and in the ads we create.
Brands and agencies (this one included) need to do better - hiring and promoting to leadership roles to shape the work, representing race accurately and consistently in advertising, positively reflecting Black culture, amplifying Black stories and taking a loud stance against racism.
To drive our own understanding, we asked 500 Black Americans “How are you represented in advertising (if at all)?“ We’re amplifying hundreds of their voices in their raw form, hoping that in listening and learning we will all be moved to act.
Please read and share this link with others in the advertising community.
Source:
Burns Group BrandInformers™
Respondents:
500 people
Ages 13-73
Self-identified as Black/African American
All across the USA
Fielded on June 29, 2020
There is no question to answer because we are not represented. Our culture doesn't see African American women and men as pretty or beautiful. Society has been programmed to view other races except us. And even when we are shown they are particular to choose the lightest skin black person because God forbid a dark person represents their brand. It's pathetic and we don't support those brands and purposely uplift our own.
Female, 34, Texas
African Americans are usually advertised in sports, shoe commercials and avenues where we have celebrities that are popular. We are not represented in day to day commercials like food items, toys for kids, etc. I think there should be more of an opportunity for the next generation to see more diversity within television and ads.
Female, 33, Florida
Black or Afro-American people are not as well represented in advertising, in most of the ads you see white people and when they are black they do not show any culture, something that makes me feel identified.
Male, 30, Florida
Black people are often represented as accessories to white or non-white people in ads. The inclusion of Black people in advertisements doesn’t feel authentic. The inclusion of Black people only seems to appear when an advertisement wants to appear diverse and inclusive, like Black people are an after thought or the followers in a situation, never the leaders. Black people in advertisements feel like they are included because they are Black and not for any other relevant reason.
Female, 26, Arizona
Represented as tokens mostly.
Female, 64, Georgia
They are represented in entertainment business (they have many influence and famous actors, producers and directors), in world famous sports (professional players top famous in biggest companies like NBA and NFL) and influence politicians.
Male, 27, Texas
It depends on what the commercial is... until recently, the portrayal was insulting and Blacks were always portrayed as clowns or clowning around and not SERIOUS–just looking stupid. It has only been recently that we have been portrayed in serious situations and informative roles. That is a big improvement, take some of the other McDonald's ads and compare them with the ads today... a vast difference.
Female, 56, Alabama
In most advertisements, you don't get your everyday African American person. Its either their natural beauty isn't natural or the lifestyle style and scene is over the top.
Female, 24, Indiana
Commercials over the years always feature black men or women that are more high yellow and not darker skin tones. I've seen darker skin tones here and there but percentage wise 90% are light skin, so I would prefer to see more shades of black people being used in commercials.
Male, 39, Texas
African American people are rarely represented in advertising and when they do it's only one specific "look" of African American. We come in all different colors, shapes, sizes, and hair textures, but it's never represented the way it should be. We are often overlooked and not recognized at all.
Female, 37, Alabama
Black people are always misrepresented in advertising. Black people's hair is always unkempt, looking like thugs. If they are intelligent, they lesbian or gay. They are never just smart and neat.
Female, 37, Louisiana
We are not represented enough based on the population for which we make up. When we are represented, it’s not always in the most positive light. I also feel our representation isn’t comparable to our white counterparts.
Female, 51, North Carolina
African Americans are depicted in a way that is neither positive or negative. In advertising we are depicted as people that play sports or are helping in a way one may see as subservient.
Male, 33, South Carolina
I think their should be more images and stories of how black people are fighting for equality and trying to overcome the struggle.
Male, 31, Minnesota
They are represented through influencial people in many powerful fields like entertainment, sports and politics. For example, in the entertainment business they have many famous and influencial personalities like Will Smith, Oprah Winfrey or Samuel Jackson. Also, in sports they have important players like Michael Jordan or Lebron James.
Male, 27, Texas
When they are represented, most times it's in a negative way.
Female, 55, Georgia
They’re just aren’t enough.
Male, 35, New Jersey
I do feel that African Americans have been shown more in advertising more over the years. For example, one of the "Jake from Statefarm" ads previously had a white man as Jake, but was recently replaced with a Black man. This was cool to see even though I preferred the old one because I thought the guy's delivery of the joke was better. But I appreciated seeing someone who looked like me take that spot.
Male, 50, Georgia
Not as much as white people.
Female, 56, New York
in the past they were subliminally represented as less important people so to speak, but now they are taking center stage in all areas and their value is being recognized.
Male, 26, Illinois
I usually don't see dark skin black women shown in much advertising so I don't think people that look like me are really seen.
Female, 34, Missouri
Basing my answer off of regular TV advertisements that are seen on TV everyday, I think they’re accurately portrayed. I’m half Black, and my friends and I all talk and act similarly as those people on TV, but then again despite the race of one, a 30-second clip would never be able to accurately represent the entire African American community.
Female, 24, North Carolina
We are portrayed to be dirty, animals, and heartless when we are nothing of the such. Yes, there are people like that, but that is not unique to the USA. Other races have people who have said qualities. We should be focusing on the positive, the change and uplifting our community.
Female, 13, New Jersey
I really believe most advertisements do not feature a lot of African Americans in marketing their products. A lot of advertisements mostly feature families that are from a white background. The advertising that features Black Americans mostly portrays them as thugs and people that are a danger to the community. There are some commercials that are very offensive... it makes you wonder how they get approved to be featured on television. The commercials depict black men as lazy and not willing to work to provide for you.
Female, 29, New Jersey
Most of the time when there is a story about black people, we are all lumped together in the same category. This couldn't be further from the truth. It's very sad and unfair.
Female, 55, Georgia
bottom of page