Since the inception of America the African American struggle for equality has existed within the culture. It can be argued that negative stereotypes and images of Black Americans are most evident by the way they are portrayed in pop culture and consumer marketing. As times and ideals have changed over the years so to have these images of Black America. After examining an advertisement found in a 1980 issue of Ebony, a predominantly black publication, I have found many different examples of how the black image was portrayed then and now in a current advertisement in Ebony that has similar characteristics. Although, both of these advertisements are published post civil rights movement, I made an effort to discover the similarities and differences in the way black culture has been marketed to.

The 1980 advertisement is for "Champale," it is a sparkling malt liquor and presented...