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Edward F. Boyd : ウィキペディア英語版 | Edward F. Boyd
Edward Francis "Ed" Boyd (June 27, 1914 – April 30, 2007) was an American business executive who was responsible for the marketing of products specifically to African Americans in an era when racial discrimination was rampant and blacks had either been ridiculed or systematically ignored in advertising. His efforts for Pepsi-Cola pioneered the concept of niche marketing and allowed Pepsi to substantially increase its market share in the black community at the expense of Coca-Cola.〔 〕 ==Early life== Boyd, an African American himself, was born and grew up in Riverside, California. After high school, he trained at a local opera company and wanted to be a diplomat. After graduating from the University of California, Los Angeles in 1938, he enjoyed a short film career, playing minor roles, often as stereotypical singing and dancing roles which he resented.〔 During his time in Hollywood, he escorted Hattie McDaniel to the 1939 Academy Awards ceremony when she became the first African American performer to win the prestigious award. He later worked for the Screen Actors Guild, was the first African American to work for the Civil Service Commission in San Francisco,〔 and then worked as a housing specialist for the National Urban League.
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