Race and Ethnicity in Advertising

Proposed Operational Plan for B.F. Goodrich Tire Co. in the Negro market, 1960

This 1960 report was prepared by Batten, Barton, Durstin & Osborn (BBDO) for the B.F. Goodrich Tire Company (BFG). The report includes recommendations for how BFG can create an advertising campaign (incorporating both local and national media coverage) to better reach African American consumers. It suggests that BFG hire BBDO to create a comprehensive analysis of the African American market covering geographic placement, purchasing power, car registrations, and socioeconomic characteristics. The report exists as a typescript reproduction and was acquired as part of the John Hope Franklin Collection of African and African-American Documentation and the Hartman Center.

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The John W. Hartman Center for Sales, Advertising & Marketing History is part of the David M. Rubenstein Rare Book & Manuscript Library at Duke University. Established in 1992, the Hartman Center holds an extensive collection of print and television advertisements, market research, industry reports, multimedia materials, and more, and facilitates the research of scholars and students interested in a diverse array of topics related to advertising and media.

This project seeks to showcase materials related to race and ethnicity in advertising in America. Focusing particularly on underrepresented racial and ethnic groups, this website serves as a research resource that highlights relevant materials through item and collection descriptions, images, and featured exhibits. Researchers interested in studying race and ethnicity in advertising can learn about and locate specific documents and collections by browsing this website. You can also find out how to search for related materials through our “Research Tips” page.

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