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There have been many studies regarding the representation of blacks in advertisements. Although current research shows that blacks are only slightly underrepresented in advertisements (Taylor 1995), there has been little research taking count of the characteristics of those models. Using advertisements from all of the 2006 issues of Ebony magazine, a content analysis was conducted to determine if the representation of blacks fairly accounts for the diverse skin tones found in the black race. The findings suggest that, in general, lighter skinned black models were most often featured in these ads.

The skin tone of an African American can have influence over how they are perceived by others and their self concept. It may also determine the discrimination and opportunities that will have to deal with in their lives (Keenan 1996). The power that this physical characteristic has over the life quality of a member of a race has made skin color an important topic in this community.

Historically, the African American culture has been fragmented into a pseudo-caste system based upon their skin tone. During slavery, more value was place upon slaves possessing more Caucasian features. They often were worth more monetarily, treated better and granted more opportunities than their darker counterparts (Keith and Herring 1991). Even with the end of the slavery system in America, the previously standing skin-color ideals still remained embedded in the society we live in. Today, there still seems to be a higher premium placed upon those blacks with lighter skin than those with darker complexions. According to a 1991 study, Keith and Herring found that skin color is a better predictor of an African American’s occupation and income than their parents’ socioeconomic status. This finding leads one to believe that darker skinned blacks are, by birth, at an obvious disadvantage.

According to a previous study that examined the physical features of the models in Ebony, most frequently black models were featured that had more “Caucasian” features than “Negroid” (Gitter, O’Connell, and Mostofsky 1972). However, during the 1960’s, there was a shift towards darker models appearing in the magazine’s advertisements. But the trend was short lived and the 1990’s saw the return of lighter skinned black models (Leslie 1995). The “Black is Beautiful” movement of the civil rights era was seemingly ineffective at making a permanent perception change towards attractiveness coming in all shades.

The resulting effect of only displaying lighter skinned black in advertisements is the continuation of misrepresentation in the media, which feeds into the intra-racial stratification seen in this community. In a sense, the disadvantage of darker skinned blacks shown in the research of Keith and Herring (1991) is perpetuated by disproportionately featuring the ideal black representative as having certain characteristics. This being said, a way to stop the forward progression of this dilemma is to prevent the social transfer of this ideology. Advertising, as a mass communication tool, has a responsibility to fairly display blacks of many different shades to dispel the idea that the attractive model must have fair skin.

In order to determine the state of affairs regarding this social dilemma, this paper will examine the Ebony advertisements from this year, 2006, to determine if there is still a disproportionate amount of light skinned blacks featured in the print ads.

RQ1: What is the frequency of dark skinned black models in 2006 Ebony Ads in comparison to that of light skinned black models?

The overarching goal of this study is to determine the ratio of skin tones presented in 2006 Ebony Advertisements. To meet this purpose, a study was conducted involving a content analysis of this magazine’s advertising during this year. 163 sample advertisements from the magazine were analyzed to examine the key variable, the models’ skin color.

Ads that were less than or more that one single, full page were excluded. Also, ads featuring children and/or models that were not easily identifiable as black were disqualified from the final analysis. This magazine was selected because of its high circulation among African Americans. Also, this publication is most likely to feature advertising efforts with black models. Print advertising was selected as the most appropriate sampling frame because of its accessibility and ability to be thoroughly examined to determine attributes of the key variable.

Code Sheet
The questions on the code sheet were developed to address the overarching goal of this study. Additional questions were also posed on the code sheet in order to see if there are any identifiable relationships between skin tone and sex, age, body type and hair texture/color.

Click here to view the code sheet used in this study.
Click here to view the code sheet definitions used in this study.

The coding of this study was conducted by two doctoral students in the department of Advertising at the University of Texas. Both of the students who served as coders are female graduate students with extensive experience in research methods and advertisements. They are also both African American females, which arms them a unique perspective of the publication, the advertisements, and the cultural significance of skin tone. Using the method developed by Perreault and Leigh (1989), the coding of the two coders were compared to determine inter-coder reliability. According to this method, acceptable reliability calls for coefficients over 0.80. This study thus meets the minimum standard of reliability with all of the variables equaling over 0.82. The overall reliability of the study was 0.92.

To analyze the data collected, SPSS was used to detail the frequency of skin tones and cross-tabulations were done between the skin tone and the other attributes of the models. These results will allow the research to address the question posed and also to display the values of the variable skin tone according to the values of the additional variables.

The majority of the models featured in the advertisements examined were light skin (n= 119, 60.7%) as opposed to alternative classification of dark skin (n=77, 39.3%).

		Sex		Total
		Male	Female	Total
Skin Tone	Light	12	107	119
Skin Tone	Dark	28	49	77
Total		40	156	196

Most of the female models were light, while their male counterparts were typically dark. 60% (n= 28) of the male models were considered dark skinned, but only 31.4% (n=49) of women models fell into this category.

		Age Group			Total
		20’s-30’s	40’s – 50’s	60+	Total
Skin Tone	Light	101	17	1	119
Skin Tone	Dark	47	20	10	77
Total		148	37	11	196

In relation to the age of the models, light skin tones seemed to be skewed towards the younger models while older age allowed for darker skinned models. 90.9% (n=10) of all models over 60 years old were dark skinned. 68.2% (n=101) of the models in their twenties or thirties were light skinned. Middle age models were almost evenly portrayed.

		Hair Length				Total
		Above Chin	Below Chin, Above Shoulder	Longer than Shoulder	Can’t Tell	Total
Skin Tone	Light	32	36	41	10	119
Skin Tone	Dark	36	10	13	18	77
Total		68	46	54	28	196

Numerically, the hair lengths of the light skinned models were evenly distributed between above the chin (n= 32, 26.9%); below the chin, above the shoulders (n=36, 30.3%); and longer then shoulder (n= 41, 34.5%). However the hair lengths of dark skinned models were more heavily situated above the chin (n= 36, 46.8%)

		Hair Texture				Total
		Straight	Wavy or Curly	Kinky	Can’t Tell	Total
Skin Tone	Light	46	49	15	9	119
Skin Tone	Dark	27	7	17	26	77
Total		73	56	32	35	196

The distribution of hair texture of among dark skinned models with straight hair (n=27, 35.1%) and kinky hair (n=17, 22.1%) was generally consistent with the results of light skinned models straight hair (n=46, 38.6%) and kinky hair (n=15, 12.6%). However more light skinned models fell in to the wavy hair category (n=49, 41.2%) than their dark skinned counterparts with wavy hair (n=7, 9.1%).

		Hair Color					Total
		Blonde	Red	Brown	Black	Other or Can’t Tell	Total
Skin Tone	Light	5	10	49	49	6	119
Skin Tone	Dark	0	2	6	43	26	77
Total		5	12	55	92	32	196

Across the skin tones and consistent with naturally occurring hair color in African Americans, brown hair (n= 55, 28.1%) and black hair (n= 92, 46.9%) were the most commonly seen hair color in the Ebony models.

		Body Build				Total
		Slim	Medium	Heavy	Can’t Tell	Total
Skin Tone	Light	62	37	11	9	119
Skin Tone	Dark	30	36	1	10	77
Total		92	73	12	19	196

Most of the models were slim (n=92, 46.9%) or medium (n= 73, 37.2%) built regardless of skin tone.

Due to limited resource, a convenience sample was used to test from the universe of ads available. Within the advertisement within the publication, only full-page, full color advertisements were selected. From this selection, advertisements only featuring children were eliminated. Also, ads that did not feature African Americans we discarded for the purpose of this study.

Another limitation of the study is the inability to quantify “light” and “dark”. In order to maintain the cultural validity of the study, both coders were African Americans. It is very difficult to divide a spectrum of color into two categories. However, given a medium category would possibly have allowed room for a miscellaneous group from which no learnings from the research could be attained.

The current ideologies of skin tone are historical curiosities from a legacy of slavery and racism, [and] a present-day mechanism that continues to influence America (Keith and Herring 1991). This study shows that in 2006 there remains a slightly higher representation of lighter skinned African American women in advertising targeting this audience. This, however, is not the case in regards to male representation. The present association tying femininity to fair skin and masculinity to dark skin has deeper implications to the black community. According to previous studies, many black men have adopted the notion that light skin is an attribute of femininity and attractiveness (Hill 2002). If advertisements targeting this group are promoting an unfair stereotype, a disservice is being done to women in the community via their self esteem.

Having a snapshot of the current state of affairs, there is much work that needs to be addressed in this arena. There is a sound understanding that a prominent feature of blacks is their skin color and propaganda transferring meanings such as “masculine” and “old” onto it is unproductive to society and the promotional agent. However, there is only speculation regarding the actual frequencies of skin tones in this race. By researcher conducting a census of this feature in the black community, there may be an increase or decreased need for validating the representation of blacks according to skin tone. Also, a content analysis such as this does not provide a reason for what was found in the study. Further research would be needed to address why this is the case, and what effects it has on the audience.

The hegemonic standard used in advertising of disproportionately using blacks that have fair skin may deprive the audience an accurate view of a race. In summary of this research on black skin tone and its representation in the media, the American advertising industry has not fully responded to the need for a visually accurate depiction. A wider range of skin color should be displayed in order to alleviate some of the misconceptions regarding blacks.

Chapko, Michael K. (1976), “Black Ads Are Getting Blacker,” Journal of Communication, 26 (4), 175-178.

Gitter, A. George, Stephen M. O’Connell and David Mostofsky (1972), “Trends in Appearance of Models in Ebony Ads over 17 years.” Journalism Quarterly 49 (Autumn 1972): 547-550.

Hill, Mark E. (2002), “Skin Color and the Perception of Attractiveness Among African Americans: Does Gender Make a Difference?” Social Psychology Quarterly, 65 (1), 77-91.

Keenan, Kevin (1996), “Skin Tones and Physical Features of Blacks in Magazine Advertisements,” Journalism & Mass Communication Quarterly, 73 (4), 905-912.

Keith, Verna, and Cedric Herring (1991), “Skin Tone and Stratification in the Black Community,” American Journal of Sociology, 97 (3), 760-778.

Leslie, Michael (1995), “Slow Fade to ?: Advertising in Ebony Magazine, 1957-1989,” Journalism & Mass Communication Quarterly, 72 (2), 426-435.

Perreault, W. D., & Leigh, L. E. (1989), Reliability of nominal data based on qualitative judgments. Journal of Marketing Research, 26 (May), 135-148.

Taylor, Charles R., Ju Yung Lee, and Barbara B. Stern (1995), “Portrayals of African, Hispanic, and Asian Americans in Magazine Advertising,” American Behavioral Scientist, 38(4), 608-621.