Deconstructing Subtle Racist Imagery in Television Ads

Haseeb Shabbir (), Michael Hyman (), Jon Reast () and Dayananda Palihawadana ()

Journal of Business Ethics, 2014, vol. 123, issue 3, 436 pages

Abstract: Although ads with subtle racist imagery can reinforce negative stereotypes, advertisers can eliminate this problem. After a brief overview of predominantly U.S.-based research on the racial mix of models/actors in ads, a theoretical framework for unmasking subtle racial bias is provided and dimensional qualitative research (DQR) is introduced as a method for identifying and rectifying such ad imagery. Results of a DQR-based study of 622 U.K. television ads with at least one Black actor indicate (1) subtle racially biased imagery now supersedes overt forms, and (2) the most popular ad appeals often mask negative stereotypes. Implications for public policy and advertisers, as well as recommendations for future research, are discussed. Copyright Springer Science+Business Media Dordrecht 2014

Keywords: Advertising; Negative stereotypes; Negative imagery; Subtle versus overt racial bias; Dimensional qualitative research (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s10551-013-1798-8

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