The History of Advertising in the Hip-Hop Community Addressing Stereotyping and

Social Influence

Clarissa Manoney Southern Illinois University Carbondale

Introduction to Hip-Hop And Advertising

The hip-hop music genre has made many impacts in the social status in America. It

has influenced trends and has brought products, people, and services much

success, and a great deal of recognition. Many aspects of the hip-hop culture

have been used in advertising efforts.

The Definition of Hip-Hop

The Hip-hop music genre, born in 1979 ,is a culture and a lifestyle. It consist of the following elements

• Rap• Break dancing• Dj-ing • Graffiti• Fashion• Skating

Why Advertisers Use Hip-Hop?

Advertisers use hip-hop in their advertising because:

• Targets Urban consumers• Usage of Popular music• Celebrity Influence• Trendsetting Culture• Makes things seem “cool”

The BeginningAdvertisers began using hip-hop music artists in their commercials to

appeal to the urban consumer. The following companies employed many hip-hop artists.

• Sprite• Adidas• Pepsi• KFC• Fila• Nike

Hip0hop is mainly used to advertise beer, hard alcohol, fsoft drinks,fast foods, clothing and shoes.

Reaching the Urban Consumers• Advertisiser’s pay music artist to mention a products

name in a song. Mc Donales made an offer to pay an artist 1$ to 5$ for everytime Big Mac was mentioned in a song on the radio.

• Sometime advertisers don’t pay to receive mention in a song. Busta Rhymes hit song Pass the Curvosier was not initiated by Curvosier but Curvosier saw an increase in sales after the song.

• Popular songs are used in Commercials• Advertisers employ Hip-hop Personalities as endorsers in

commercials .

Hip-Hop Stereotypes

In early advertisements hip-hop faced many stereotypes. Over time the stereotypes placed upon hip-hop in the media have become more filtered and not as harsh. Baggy jeans. Only Affrican Americans within the hip-hop culture

The men in hip-hop were seen as hood and gangsters . Many alcoholic beverages were advertised by hip-hop musicians

St. Ides http://youtu.be/19cjIAK_w1Q

Fears of Advertisers

When hip-hop fwas introduced advertisers were afraid to use certain music groups

Fila even went so far to say “your listeners are our shoplifters” They did not want to advertisie to this group.

Social ImpactsNegative impact Alcohol Advertisements was on beer commercials . Which

are seen to have an influence on younger children. This was highly criticized.

Fashion Trends Many Companies feared that by advertising with hip-hop their product

would be popular one moment and it would then vanish. Doesn’t want to be a trend.

Many advertisers liked the face hip hop set trends so they hoose different personalities to endorese their brands.

Hp-Hop is used by many companies

Political Voice ( Vote Or Die Campaign

Commercials

Evian Babieshttp://youtu.be/XQcVllWpwGs Sprite Curtis Blowhttp://youtu.be/Q18TEfOsosg

Conclusion

Advertising with hip-hop continues since 1979.has rejuvenated many brands and created even more brands and products. As long as advertisers use hip-hop music, and celebrities in their commercials and ads they will forever be a part of the hip-hop community. The sereotypes have gotten better and the respect for music artist has changed tremendously. The Ads have been merged using all ethnicities because not only african americans listen and like hip hop. It appeals to many ethnicities