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For my essay, I have chosen to discuss the statement “The Black Freedom Movement of the 1950’s and 1960’s captured the attention of millions… As American Americans started streaming into American cities, or what American corporations call “”major markets” U.S. businesses sought to influence the consumption patterns of these increasingly important black consumers.” I have chosen to discuss this title because I believe it had an extremely rich and interesting background to it as well as being able to involve many different aspects from history and society. I plan to layout my essay in five sections, the first section introduces the concept of targeting black consumers and why this occurrence happened in the specific period. The section second discusses the clear distinction between white advertising and black advertising and how that affects the consumerism of the market, using tobacco advertising as an example. The third section discusses how importance and the size of the black market, using the example of Pepsi Cola. The fourth section discusses the emergence of design for African American advertisement, using Blue Note Records as an example. The fifth section discusses the importance of seeing the black consumer’s needs and how corporations dealt with that, using the example of Ebony Magazine. Finally, in the sixth section I use Black Opal Cosmetics as an example to see how the issue has contemporary relevance. American culture has progressed a huge amount in such a small time. Today the 44th President of the United States is an African American and with 51% of the election votes in his running for president in 2012, Barack Obama winning the election signalled a shift in attitude and a change in society. This remarkable mile... ... middle of paper ... ...Black Opal was developed by women of Jamaican decent, and emphasizes the need to recognize heritage. Creating a line of make-up that enhances a woman’s natural colour, the brand portrays a glamorous and stylish image, which introduces celebrity endorsements from women of colour. In conclusion, even though such a huge history and area of society was said in the statement, I believe it is clear from my outlined sections and examples that the statement is in fact true. We can see this in these two decades, from 1950 to 1970 that the U.S. businesses sought to influence the consumption of the increasingly important black consumers. Using various examples from different fields of consumerism I have demonstrated how the great change in the 1950’s and 1960’s due to the Black Freedom Movement, had a massive impact on the U.S. corporations and how they deal with consumers.
Before the Civil War, blacks suffered oppression: slaves to the white man and unable to prosper as individuals. However as Marilyn Kern-Foxworth, author of Aunt Jemima, Uncle Ben, and Rastus: Blacks in Advertising Yesterday, Today, and Tomorrow, explains, “After the Civil War blacks existed free to begin their own communities… and become members of the buying public” (29). With the 13th Amendment to the Constitution, which abolished slavery, and with the 14th Amendment, which established equal protection under the law for African Americans, the black community slowly saw improvements, including economic prosperity. However, even then, they confronted discrimination and humiliation. For instance, many “advertisers created campaigns [using] blacks in their advertisements but in demeaning postures that appealed to the white majority” not African Americans (29). The early 1960s marked a critical time for advancement; the Civil Rights Movement with its boycotts and marches demanded real equality. African American leaders called Jim Crow Laws into question and insisted on the integration of schools, businesses, and public transportation. As Brian L. Goff, Robert E. McCormick and Robert D. Tollinson explain in their piece, “Racial Integration as an Innovation: Empirical Evidence from Sports Leagues,” “the civil rights laws and court rulings in the 1950’s and 60’s are among the major changes in public policy that gradually led to a breakdown of Jim Crow rule in the American south” (16). This pivotal moment within American history provoked profound changes in the ways Americans interacted with each other.
“Black Awakening in Capitalist America”, Robert Allen’s critical analysis of the structure of the U.S.’s capitalist system, and his views of the manner in which it exploits and feeds on the cultures, societies, and economies of less influential peoples to satiate its ever growing series of needs and base desires. From a rhetorical analysis perspective, Allen describes and supports the evidence he sees for the theory of neocolonialism, and what he sees as the black people’s place within an imperial society where the power of white influence reigns supreme. Placing the gains and losses of the black people under his magnifying glass, Allen describes how he sees the ongoing condition of black people as an inevitable occurrence in the spinning cogs of the capitalist machine.
While the formal abolition of slavery, on the 6th of December 1865 freed black Americans from their slave labour, they were still unequal to and discriminated by white Americans for the next century. This ‘freedom’, meant that black Americans ‘felt like a bird out of a cage’ , but this freedom from slavery did not equate to their complete liberty, rather they were kept in destitute through their economic, social, and political state.
Black Economics In Black Economics William Raspberry offers a personal insight into the economics of the black American, but as he states Raspberry is “neither a businessman, an economist, nor a social scientist.” He presents his views without analysis and his solutions without a business outlook; instead Raspberry looks to the people for the cause and the answer. William Raspberry makes a bold effort by calling on his race, the African Americans, for both the cause and solution to their economic problems. Raspberry chooses to open up with two myths about race, helping to set the tone of the paper. The first myth he deals with is that “race is of overriding importance, that it is a determinant not just of opportunity but also of potential, a reliable basis for explaining political and economic realities . . . ” He explains that it is easy to see how race has assumed such importance in the mythology since slavery is the very reason blacks are present in America. Raspberry continues to elaborate on the topic of slavery to produce the central theme of the myth: the myth of white superiority. There are two things that flow from the “racism-is-all” myth that are used to account for the difficulties of blacks. The first, Raspberry states, is that it puts the solution to their difficulties outside their control, and second it causes blacks to think of their problems in terms of a failure of racial justice. With the second result Raspberry elaborates by calling on civil rights. Income gaps, education gaps, test-score gaps, infant-mortality gaps, employment gaps, business-participation gaps, as stated by Raspberry are all now talked about as “civil rights” issues. He points out that the gaps are real, but that describing them as “civil rights” issues steers us away from possible solutions, and that while doing this the problems grow worse. He offers a comparison to a group of poor whites that are in a similar economic standing as blacks and are granted their full civil rights. So how can the lack of civil rights be responsible for their economic conditions when other groups are just as bad off without the racism factor? So if the racism myth is not the cause of the blacks difficulties, then what does Raspberry offer as the reason? To him the operating myth of blacks accounts for their condition, leading them to focus on the misdistribution of opportunities.
The African-American Years: Chronologies of American History and Experience. Ed. Gabriel Burns Stepto. New York: Charles Scribner 's Sons, 2003.
It must be noted that for the purpose of avoiding redundancy, the author has chosen to use the terms African-American and black synonymously to reference the culture, which...
On December 1st, 1955 in Montgomery, Alabama, Rosa Parks refused to give up her seat in the front of a bus to a white man. It was this simple act of defiance that, arguably, began the Civil Rights movement which lasted from 1955 through the 1960’s and altered the face of our nation forever. Following the arrest of Rosa Parks for her simple denial, African Americans in Montgomery began boycotting the bus system, one of the first major stands against racism in the 1950’s. On the heels of the Brown v. Board of Education segregation trial which had ruled in favor of school integration, this boycott, which proved successful after the seat separation was removed, effectively began the civil rights movement with which we are now so familiar with. The civil rights movement in America aimed to gain civil liberties and rights which were guaranteed by law but withheld from them in society. While the movement lasted from about 1954 to 1968, it was not until the 1960’s that other minorities such as American Indians and women began to join the fight. The Civil Rights Movement of the 1950s and 1960s was possibly the most important domestic social movement of the twentieth century. At the very least, it was the most important social confrontation to grip America since the Civil War.
At the turn of the Twentieth Century America is one generation removed from the civil war. For African Americans times are supposed to be improving following the Reconstruction of the south and the ratification of the 15th amendment. Except, in actuality life is still extremely tough for the vast majority of African Americans. Simultaneously, the birthing of the industrial revolution is taking place in America and a clear social divide in daily livelihood and economic prosperity is forming across the country. This time is known as the Gilded Age because as the metaphor emphasizes, only a thin layer of wealth and prosperity of America’s elite robber barons is masking the immense amount of impoverished American laborers. Among the vast majority
Since the beginning of slavery in the America, Africans have been deemed inferior to the whites whom exploited the Atlantic slave trade. Africans were exported and shipped in droves to the Americas for the sole purpose of enriching the lives of other races with slave labor. These Africans were sold like livestock and forced into a life of servitude once they became the “property” of others. As the United States expanded westward, the desire to cultivate new land increased the need for more slaves. The treatment of slaves was dependent upon the region because different crops required differing needs for cultivation. Slaves in the Cotton South, concluded traveler Frederick Law Olmsted, worked “much harder and more unremittingly” than those in the tobacco regions.1 Since the birth of America and throughout its expansion, African Americans have been fighting an uphill battle to achieve freedom and some semblance of equality. While African Americans were confronted with their inferior status during the domestic slave trade, when performing their tasks, and even after they were set free, they still made great strides in their quest for equality during the nineteenth century.
In America, slavery was abolished in 1893, but most of the white operated businesses still are reluctant to render services to black for one hundred years. Businesses propelled discrimination by putti...
Diversity, we define this term today as one of our nation’s most dynamic characteristics in American history. The United States thrives through the means of diversity. However, diversity has not always been a positive component in America; in fact, it took many years for our nation to become accustomed to this broad variety of mixed cultures and social groups. One of the leading groups that were most commonly affected by this, were African American citizens, who were victimized because of their color and race. It wasn’t easy being an African American, back then they had to fight in order to achieve where they are today, from slavery and discrimination, there was a very slim chance of hope for freedom or even citizenship. This longing for hope began to shift around the 1950’s during the Civil Rights Movement, where discrimination still took place yet, it is the time when African Americans started to defend their rights and honor to become freemen like every other citizen of the United States. African Americans were beginning to gain recognition after the 14th Amendment was ratified in 1868, which declared all people born natural in the United States and included the slaves that were previously declared free. However, this didn’t prevent the people from disputing against the constitutional law, especially the people in the South who continued to retaliate against African Americans and the idea of integration in white schools. Integration in white schools played a major role in the battle for Civil Rights in the South, upon the coming of independence for all African American people in the United States after a series of tribulations and loss of hope.
WRITE A COHERENT ESSAY IN WHICH YOU ATTEMPT TO EXPLAIN THE USE OF BLACK ICONIC IMAGES (AND OTHER ETHNIC IMAGES) TO SELL PRODUCTS AS THE ECONOMY OF MASS CONSUMPTION EXPANDED IN THE LATE 19TH AND EARLY 20TH CENTURY. YOU ARE ENCOURAGED TO INCLUDE IMAGES IN YOUR PAPER.
This chapter focusses mostly on the injustice against black people and commences with an insert from Martin Luther King Jr.’s famous ‘I have a Dream’ speech. The chapter describes an America that has a lot ‘unfinished business’ and due to this unfinished business not being remedied, black people continue to be among the most impoverished races within the United States. This chapter makes for a very interesting read as authors sum up the issues within the US while they include their theory of fairness and stories to explain why special poverty among minorities
According to the book review at Barnes and Nobel.com, “Black Power was one of the clearest manifestations of the movement's change of direction in the late 1960s.” Black Power was a change set out by one man to give rights back to black people and put an end to prejudice and imperialism. One of the goals set out by Kwame Ture and Charles Hamilton, the authors of Black Power was to make black people stronger and overcome the subjection of a white society. Suppression by whites was the central problem trying to be solved. Attempting to achieve a new consciousness of the problem, by responding in their own way to a white society, was the overall goal of the movement.
Black Consciousness movement is “revolution in consciousness that encompasses all black institutions, including the Black Church.”(2939) This movement was a much needed awakening in the conscious minds of Black people. For years they were subjected to dehumanization tactics, which resulted in loathing of self. Collectively, Black people are thought to have an immense dislike for everything which resembled that of the African. We were a “people who hated our African characteristics.” (2931) We hated our skin, we hated our hair, we hated our features, we found ourselves feeling imprisoned in our skin. Prisoners to an unjust society merely because of the hue of their skin. They were forever in bondage; no longer were they in physical chains, but now they were in mental chains. A shift in perspective in the 1960’s and 1970’s invoked a change in the mentality of the Black community. Their consciousness was roused with a “revolution” undertone. The people wanted change. They wanted an identity that no longer made them feel hostages in a foreign land, but one which embraced their h...