The DOI matches its Crossref record.
Winnebagos, Cherokees, Apaches, and Dakotas: The Persistence of Stereotyping of American Indians in American Advertising Brands
Abstract
Jeep Cherokee, Sue Bee Honey, and Crazy Horse Malt Liquor are all established brand names and trademarks that use representations of Native Americans to help sell their products. How stereotypes are created, and how pictorial metaphors used in advertising perpetuate these beliefs, is the focus of this study. McCracken's Meaning Transfer Model and Barthes's semiotic analysis serve as the framework of this study. The findings, which are important to scholars and practitioners, posit that these images build upon longstanding assumptions about Native Americans by Whites and reinforce an ideology that has resulted in a consumer "blind spot" when it comes to recognizing this form of racism. This study contributes to the scarce literature on representations of American Indians in modern media, providing a framework for understanding why these images persist and why they are problematic.
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“The first national company to draw on the 'mystique of Indianness' was Red Man chewing tobacco in 1904. 1”
From Tobacco industry misappropriation of American Indian culture and traditional tobacco (2018) · cites this paper as [1]
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“and could result in Native people internalising negative perceptions of their culture. 1 54”
From Tobacco industry misappropriation of American Indian culture and traditional tobacco (2018) · cites this paper as [1]
Citations
Cites
No references could be resolved yet.
Research works printed but not linked: 26
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Cited by
Sorted by citations
An ethics of representation for international marketing communication
Schroeder, J. E., & Borgerson, J. L. (2005) · International Marketing Review · doi:10.1108/02651330510624408 · Cited by 136
Tobacco industry misappropriation of American Indian culture and traditional tobacco
D’Silva, J., O’Gara, E., & Villaluz, N. T. (2018) · Tobacco Control · doi:10.1136/tobaccocontrol-2017-053950 · Cited by 54
Metadata
- Authors
- Merskin, D.
- Venue
- Howard Journal of Communications
- Publisher
- Informa UK Limited
- Published
- 2001-07
- Volume
- 12
- Issue
- 3
- Pages
- 159-169
- ISSN
- 1064-6175
- 1096-4649
- Cited by
- 39
- References
- 0
- Language
- en
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