A compilation of National TV ads for Schlitz Malt Liquor originaly broadcast between 1972 and 1983 featuring motion picture stars and recording artists. Shared for historical purposes. Special thanks: Duke University Libraries and the original YouTube posters
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From Malt Liquor: A History
'"For 20 years, brewers directed malt liquor advertising to white, middle class consumers. But the Civil Rights movement of the 1960s alerted many American businesses to the existence of a group that had been largely invisible to them: Black Americans. Prompted partly by social conscience and partly by threatened boycotts, marketers awoke to the wisdom of appealing to this audience — hiring black-owned advertising agencies, running ads in media that black people read, watched and heard, and featuring black people in the ads. It was the right thing to do and it was the smart thing to do.
Among the businessmen given a nudge were brewers. And smarter brewers asked themselves, “Which of our products are black people buying already?” Brewery presidents asked the V.P. Sales, who asked his sales force, who asked distributors, who asked the retailers who spoke with consumers every day. The word came back up the chain that people of color drank proportionally more malt liquor than their white counterparts. Nobody knew why; they just did.
(To be precise, and move forward in time for a moment, while black Americans comprise 12-14% of the population, they consume 30-33% of the malt liquor brewed in the U.S. The statistic is important for two reasons. First, it shows why brewers of malt liquor advertise more heavily to black people: As a group, they buy more malt liquor. The second important fact is that if a third of all malt liquor is consumed by black Americans, two thirds are consumed by people who are not black. Hold on to that thought.)
Tobacco companies manufacturing menthol cigarettes made the same discovery: A larger share of their customers were black. They responded by directing more of their advertising to a black audience. A Praxis Project (Washington, D.C.) survey of Jet and Ebony magazines — black-owned publications targeted to black people — shows that from 1965 to 1975, print ads for menthol cigarettes and malt liquor appeared in these publications and increasingly featured people of color. Advertising on black radio paralleled this trend." -
Read the full article at https://faithfulreaders.com/2012/04/2...
Black Folks and Malt Liquor: 1972 -1982 | Classic Schlitz Ads d.i.d | |
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| Film & Animation | Upload TimePublished on 18 Jun 2019 |
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