Billboard advertising: A comparison of vice products across ethnic groups

A content analysis was carried out to examine the types of products advertised in ethnic minority versus Anglo neighborhoods in Detroit and San Antonio to indicate that both neighborhoods appear to be receiving similar amounts of tobacco and alcohol advertising.

Abstract

The controversy surrounding alcohol and tobacco billboard advertising has caused a continuous decline in outdoor spending in these two categories during the past ten years. Angry minority community groups have forced the outdoor industry to self-regulate alcohol and tobacco advertising. The ongoing debate on the advertising of so-called "vice" products toward ethnic minorities will no doubt continue. A content analysis was carried out to examine the types of products advertised in ethnic minority versus Anglo neighborhoods in Detroit and San Antonio. Results indicate that both neighborhoods appear to be receiving similar amounts of tobacco and alcohol advertising. Furthermore, the amount of tobacco and alcohol billboards appears to be related to income level.