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Essay / Research Paper Abstract
A 4 page discussion of how African American culture is being reflected in the
media. Television advertising is particularly interesting in this regard in that there is a greater and greater tendency to produce advertisements using ebonics, a form of communication developed by the African American community. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: AM2_PPblkAd3.rtf
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Unformatted sample text from the term paper:
segment of the buying public. It is no wonder, therefore, that they are specifically targeted in media advertising. Television is particularly interesting in the way that it targets
African Americans in its advertisements. Television advertising is designed to sway its audiences behavior. This is true whether that behavior is one in which money is supposed to
change hands or one in which ideologies are supposed to be altered. Very simply, advertising is one of the most effective means of manipulating the choices and actions of
the public (Allen, 1994). Television advertising has proven that it is particularly adept at capturing the attention and the allegiance of African Americans. In many cases it is
doing so through an incorporation of ebonics, a communication style that originated in fact with African Americans. Advertising, by all credits, is a
tremendously creative and effective medium which can accomplish practically any goals if wielded by the right hands (Berger, 1999). When we couple ebonics with advertising we have the potential
of swaying an audience in an even more powerful way that what would be accomplished with the use of standard English. People identify, after all, with people that are
similar to them. Ebonics has the potential, therefore, to serve as a common link between the buying public and various commercial and ideological products.
The term "ebonics" was coined by linguist Robert L. Williams in 1975 by combining the words ebony and phonics (Heilbrunn, 1998; Todd, 1997). It is
a linguistic phenomenon which is shared by blacks in the U.S. and the Caribbean alike (Everybodys: The Caribbean-American Magazine, 1998). Ebonics has invoked considerable controversy in the last few
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