Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising

Xiaoqi Han and Sunny Wanhsiu Tsai

Journal of Cultural Marketing Strategy, 2016, vol. 1, issue 2, 154-169

Abstract: The authors compare the responses of non-distinctive majority viewers (ie ‘straight’) and distinctive minority viewers (ie ‘gay’) to majority-targeted ads, minoritytargeted ads and inclusive ads, which juxtapose majority and minority characters in a compatible manner. The study further investigates gay representation in inclusive ads. The results reveal that the non-stereotypical gay images in inclusive ads induce a less negative attitude among straight viewers. In addition, gay viewers’ responses toward gay ads and inclusive ads are equally favourable. The results highlight the potential of inclusive ads with non-stereotypical images of minorities to communicate effectively with minority consumers without alienating the majority.

Keywords: inclusive advertising; multicultural advertisement; LGBT; stereotype; minority-targeted ads (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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