Sub-representativeness of black and Asiatic women on covers of Brazilian magazines directed to female readers

Abstract

The article brings reflections about some cultural and marketing reasons of almost absence of black and oriental women on the covers of Brazilian magazines directed to female readers. The paper come from a “myth” that exists in Brazilian Advertising field and, “black do not sell”, and attempting to disassemble this belief, shows a survey to examine if really the female readings reject black and Asiatic people on the covers of the magazine. Were interviewed 100 female college students in the Universidade Federal de Minas Gerais and the result indicates that there is no rejection of Asiatic and black women in this specific sample. Finally, the text ponders if Caucasian models would be an imposition of main magazine redactors accomplishing marketing requirements.