Planet Money Summer School
Intro Econ 7: Advertising & Race
Aug 19, 2020
A black ad executive revolutionizes the advertising industry through his groundbreaking approach. The podcast explores the career journey of Tom Burrell, racial dynamics in advertising, targeting in marketing, and advertising to African Americans.
29:59
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Quick takeaways
- Tom Burrell revolutionized advertising by featuring everyday black people in relatable situations, challenging the norms of predominantly white advertising.
- Targeted advertising for specific demographic groups, like the black consumer market, became crucial for competition and led to the rise of market segmentation.
Deep dives
Tom Burrell: Breaking Barriers in Advertising
Tom Burrell, a black man in the 1960s, defied the odds and became a pioneer in advertising. Despite facing discrimination, Burrell broke into the industry and started challenging the norms of advertising that predominantly featured white faces. He championed the idea that black people are not just dark-skinned white people, and founded one of the first all-black ad agencies, Burrell McBain. With major brands like McDonald's as clients, Burrell implemented positive realism in his campaigns, featuring everyday black people in relatable situations. His approach revolutionized advertising, giving rise to specialized and targeted advertising for various demographic groups.
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