and we have byron lewis. he owned the longest running most successful and lucrative lack attitudes in america. they figure in here. in the 1960s, civil rights groups have demanded that madison avenue abandoned its stereotypes and create integrative, racially neutral advertising. in the era of black pride come up agencies reversed course. they spoke to blacks as blacks. the visual and verbal language that only black agencies can understand in the market. targeting for the black consumer is an anthropological considerations, more than a marketing consideration. asserted thomas burrell. have another agency developed principles he called soul marketing. complete with fully articulated instructions of how to use the term jive. they used mandates to secure black ownership of radio and television. on madison avenue, they asserted the right to control the ad knowledge in the way a way that blacks were portrayed on the airwaves. black brothers shirt tender moments with her friends and immigrant. >> there was so little

you had a guy named byron lewis. he formed unit world. and he owned the lockest running most successful and lucrative black ad agencies in the america. byron and roy those were two people. >> they had demanded ma madison avenue -- that only black agencies could answer and translate to the market. targeting for the black consumer is a consideration more than a marketing consideration. asserted thomas burr rule of the communications. convinced head of another chicago black agency developed a school of principle he's called soul marketing completed with cul how to use the boss and jive. in washington they used them to secure black ownership and broadcast licenses for radio and television. on madison avenue they used their rights to control the ad and the ways they were controlled on the air waives. with the sons and family. these were positive images that black america had never seen of itself in the national popular media. blacks had long been something to be ashamed of. it could be aspirationsal too. there was little awareness of blacks as