Department of Advertising and Public Relations
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Browsing Department of Advertising and Public Relations by Subject "African American studies"
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Item Expanding the beauty spectrum: a case study of Lupita Nyong’o as the brand ambassador for Lancôme cosmetics(University of Alabama Libraries, 2016) Olugbode, Monsurat Olubukola; Lamme, Margot Opdycke; University of Alabama TuscaloosaIn 2014, Lupita Nyong’o became the first black spokeswoman for Lancôme Paris cosmetics, the first in the company’s 80-year history. Previously, the advertising industry took issue with using models outside of the European standard of beauty for various reasons including perceptions of consumer relatability and response, but Nyong’o’s contract is a direct challenge to this notion. The intent of this study to explore news coverage of the first year (April 2014 – April 2015) of Nyong’o’s contract with Lancôme to determine why Nyong’o was chosen as the first black ambassador, how the decision was received, and what the implications are for the beauty standards, especially the black beauty standard.Item Shattering the concrete ceiling: exploring the moderating effects of mass media messages as it relates to the perceived self-efficacy of African-American women(University of Alabama Libraries, 2016) Galloway, Brittany Joyce; Brown, Kenon A.; University of Alabama TuscaloosaPast research has shown that there are few positive ethnically diverse role models in American society (Hackett & Betz, 1981). African-American women have identified the lack of racially identical role models as a significant barrier to attaining leadership positions within Corporate America. A cross-sectional survey was administered to explore how mass media images depicting counter-stereotypical images of African-American role models affect the self-efficacy beliefs of African-American women (195 respondents, 51%). The researcher also examined the participant’s ability to cope with stress and their reported level of career aspirations as predictors of their level of identification with the potential role model. The results indicated that African-American women have lower levels of both self-efficacy and career aspirations than women of other races (187 respondents, 49%). The results also indicated that the participant’s ability to cope with stress and level of career aspirations predicated their level of identification. Furthermore, the study found that a potential role models race significantly influenced the participants level of identification. This research will foster social change by identifying an effective approach to combating historical stereotypes that lower the self-efficacy of African-American women. Increasing the self-efficacy of African-American women could advance opportunities for minority women’s leadership and reduce the leadership gap in Corporate America.