First-Time Viewing
The Secret of Selling the Negro
Release Date:July 4, 1954
Running Time:21 min
Genres:Documentary
Director
Spoiler-Safe Overview
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Synopsis
Film commissioned by the Chicago-based publisher of Negro Digest, Ebony, Tan, 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.” The sponsor issued a companion booklet offering the “do’s and don’ts of selling to the Negro.”
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