Corporate Social Responsibility and the Portrayal of Minority Groups in Advertising

Charles R. Taylor () and John P. Costello ()
Additional contact information
Charles R. Taylor: Villanova University
John P. Costello: The Ohio State University

A chapter in Handbook of Integrated CSR Communication, 2017, pp 361-375 from Springer

Abstract: Abstract The portrayal of racial and ethnic minority groups in advertising is an important issue that has implications for both business and society. Both expectancy theory and cultivation theory suggest negative impacts of repeated exposure to stereotypes in the media or advertising. At a societal level, integrated CSR communications should portray minority groups in a variety of contexts that allow both members of the minority group and the society at large to have a less stereotyped and more complete view of the minority group. The extant research suggests that significant progress has been made in terms of the frequency of appearances of various minority groups in ads as well as some improvements in the types of portrayals shown. As a result, recent studies have shifted to issues such as the prominence of portrayed characters and the types of roles and settings that minorities are featured in. The authors conclude that integrated CSR communications should strive to give more complete and varied portrayals of minority groups rather than relying on stereotypes that potentially decrease the effectiveness of advertisements and risk significant social consequences.

Keywords: Advertising; Minority groups; Corporate social responsibility; Portrayals in advertising; Expectancy theory; Cultivation theory (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-319-44700-1_20

Ordering information: This item can be ordered from
http://www.springer.com/9783319447001

DOI: 10.1007/978-3-319-44700-1_20

Access Statistics for this chapter

More chapters in CSR, Sustainability, Ethics & Governance from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().