- Editorial Introduction
As 2018 draws to a close, Advertising & Society Quarterly continues to broaden its horizons in the examination of advertising's place in society, culture, history, and the economy. Earlier this year, the journal added a new feature called "Advertising in the Archives," which will regularly showcase significant advertising archives and collections in the United States and around the world. As more roundtables, interviews, and author book discussions have been held and published in ASQ, the journal has deepened connections among scholars studying advertising and practitioners working in and leading the advertising industry. The journal will continue to innovate its content and build academic–industry bridges as we go into a new year.
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As a way to continue to cultivate a community of advertising and society scholars, ASQ held its second annual Advertising and Society Colloquium at the Smithsonian Institution's National Museum of American History on October 11 and 12. Thirty-three participants comprised of advertising professors, curators, archivists, and practitioners came together to discuss the current state of advertising and marketing education, how to advance ASQ's community of advertising and society scholars, and how identities have fed into advertising and marketing as of late and in the past. ASQ aims to continue to facilitate and deepen the scholarly connections and professional relationships among those who are interested in advertising's place in society.
During this year's ASQ Colloquium, Professor Jason Chambers presented an engaging keynote address, reprinted in this issue, on Emmett McBain, a significant African American creative whose work helped reshape how Black Americans saw themselves and their place in society from the 1960s onward. Chambers expands our understanding of positive realism, or the idea of representing African Americans in a more realistic, fair, and empathetic way in advertising. In particular, Chambers explains how McBain, and not just his colleague Tom Burrell, who is often associated with the positive realism approach, was key to shifting the depiction of African Americans in advertising, namely, by showcasing and underscoring the pride and confidence of Black Americans.
Continuing with concerns about stereotypes in advertising, business professors Kenneth Bates, Aarti Ivanic, and T. Somasundaram examine how accents and stereotypes interact in radio advertisements. By assessing how accents and stereotypes work in a voice-only environment, they reveal that stereotyped accents may be beneficial to building credibility, favorable attitudes toward a spokesperson or a product, and purchase likelihood. However, the nature of the stereotype as well as listeners' affinities toward the implied identity that comes through a particular voice in a radio advertisement are incredibly important. Bates, Ivanic, and Somasundaram's research encourages deep reflection on the use of stereotypes in advertisements as well as the importance of identity in people's evaluations of and feelings toward advertisements. More examinations of contemporary radio advertising are needed as voice-based digital media, such as podcasts, streaming music, and voice-activated technologies, continue to become a part of our everyday lives.
An important topic among academics and industry practitioners is how sex has been used in advertising. To contribute to this conversation, ASQ assembled a group of leading advertising practitioners, scholars, and activists at Duke University's Hartman Center for Sales, Advertising, and Marketing History for a roundtable on sex in advertising. In this issue, the first part of the roundtable covers the history of sex in advertising, the reasons why sex has been used in advertising, men's and women's different treatments in advertisements involving sex, and the relationship between the concepts of gender and sex in advertising.
In addition to her participation in ASQ's Roundtable on Sex in Advertising, world-renowned activist, speaker, and writer Jean Kilbourne talks in an interview about her 40-year career and how she has become one of the most prominent experts on advertising's place in society. In addition to telling the story of her career going back to the late 1960s, Kilbourne explains how advertising has objectified women with negative consequences, and takes on the...