JAYFORCE

You just have to watch this and take it in. It is from a bygone era, so do not terminology totally get you in your feelings. Realize though, that this was a way the ‘market opportunity’ the Black consumer segment was presented.

Film commissioned by the Chicago-based publisher of Negro Digest, Ebony, and Jet to encourage advertisers to reach out to African American consumers. The Secret of Selling the Negro depicts the lives, activities, and consumer behavior of African American professionals, students, and housewives. A Business Screen reviewer noted that the film focused on the “bright positive” aspects of the “new Negro family.”

NOTE: The sponsor issued a companion booklet offering the “do’s and don’ts of selling to the Negro.”

– Reelblack

Wow. This explains why we MUST have those sneakers or fly jewelry or whatever… Not bad, all things considered. Actually really insightful.

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