Social and Behavioral Sciences Commons^™

Advertising Risk: A Comparative Content Analysis Of Contraceptive Advertisements Targeting Black And White Women, Tiffany Rogers

Electronic Theses and Dissertations

This research compared contraceptive advertisements in two top-circulated publications for white and African American female subscribers, Cosmopolitan and Essence. Data consisted of a sample of 172 contraceptive advertisements from the two magazines published between 1992 and 2012. Quantitative analysis focused on the model(s)' race, age, marital status, and socioeconomic status; the type of contraceptive being advertised; and the reason stated in the ad for using the product. This analysis determined a disparity in the rate of advertisement of doctor-administered contraceptives for the publications of 25.4 percent in Essence magazine and 9.5 percent in Cosmopolitan magazine. Black women were targeted with …