Cued up : signaling the African American market
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In this report, the author investigates the process of encoding cultural cues into advertisements targeting the African American market. More specifically, this study focuses on advertising professional’s perceptions of African American culture, and using them to create relationships between brands and the African American community. While the cues integrated into an advertisement’s message seek to prompt a favorable response from African Americans, they also communicate perceptions of African American identity and culture to society. This report is an analysis of three in-depth case studies, which give insight into the production process of target marketing for the African American market. This process includes learning about culture, generating ideas relevant to the culture, and integrating that knowledge into advertisements intended to influence consumer behavior through mass communication.