Written for both the student and the general reader, this book provides the tools for an interpretation and understanding in historical perspective of how the American advertising industry portrays anyone other than the White American mainstream in its print media. Blacks, Asians, women, Native Americans and tourists have all become known as the other, and the author argues that these representations provide models for relationships between the advertiser's audience and the other in real life. The most frequently-depicted qualities of such relationships are hierarchy, dominance and subordination.