Whiteness, ethnic minorities and advertising in travel brochures

Dawn Burton and Mary Klemm

The Service Industries Journal, 2009, vol. 31, issue 5, 679-693

Abstract: Whiteness theory is used in this paper as an additional way to analyse ethnic minority portrayal in advertising, specifically, the extent to which images of ethnic minorities are dominated by whiteness in travel brochures. A sample of 37 brochures are examined from British tour operators. Culture-based differences in advertising are discussed with a specific focus on how advertising constructs the image of ethnic minorities of peoples of South Asian, Afro-Caribbean and Mixed Race as tourists, workers and local people. We consider the frequency of portrayals of the different racial groups, together with observations about gender, family and social contexts and interaction with whites. The findings show that the portrayal of non-white people is relatively rare and highly constrained.

Date: 2009
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DOI: 10.1080/02642060902822083

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