Advertising and Covert

Marginalization
An investigation of advertising in
popular women’s magazines

By Cierra Olivia Thomas-Williams

Indiana University
Department of Gender Studies
 Historical
Animalization
Ads
&
Racism

Stereotyping
EXOTICISM
in
Historical Ads
 TOKENISM
in
Historical Ads
Advertising
Is it still racism?
Today
Animalization
How does the ad make you feel?
What does the ad make you think?
ANIMAL
What does the
ad say?
What does the
ad say?
 How accurate
is the content?
Animal
EXOTICISM
How is the ad
constructed?
Stereotyping
 What
lifestyles,
values, and
points of
view are
represented
in or omitted
from the ad?
Stereotyping
 Tokenism
&
Marginalization
 African
Americans are
just 6% of the
total images in
the top selling
magazines in the
United States.
 How is body
language being
utilized?
 Tokenism
or
Marginalization ?
A two-page ad . . .
 Tokenism,
Marginalization, or
Homogenization?
 Every person in the United
States is exposed to at
The United States
Americans
least 15,000 spends
are exposed
commercialto 57%
the Is
more
ofimages advertising
advertising than any
worlds’ advertising
per day and will
other population in any other
dollars, yetimportant?
only
spend three makes
years of
country. upher10%
oforthehisworld population.
life watching TV
commercials.