Working Reality: Advertising Representations of Social Class and Race During a Time of Increasing Income Inequality, 1970-2010

Erika Paulson, University of Wisconsin - Madison, USA
Thomas C. O'Guinn, University of Wisconsin - Madison, USA
We show what the U.S. population looks like as represented in general interest magazine advertising 1970-2010. These representations are compared with actual social demography of the U.S. during this same period, when income inequality was rising. We also show the use of social-class specific ways of leveraging class mythologies.
[ to cite ]:
Erika Paulson and Thomas C. O'Guinn (2012) ,"Working Reality: Advertising Representations of Social Class and Race During a Time of Increasing Income Inequality, 1970-2010", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 139-142.