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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 3/2014

01.09.2014

Deconstructing Subtle Racist Imagery in Television Ads

verfasst von: Haseeb A. Shabbir, Michael R. Hyman, Jon Reast, Dayananda Palihawadana

Erschienen in: Journal of Business Ethics | Ausgabe 3/2014

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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.
Vorheriger Artikel Legitimizing Negative Aspects in GRI-Oriented Sustainability Reporting: A Qualitative Analysis of Corporate Disclosure Strategies
Nächster Artikel Religiosity, CSR Attitudes, and CSR Behavior: An Empirical Study of Executives’ Religiosity and CSR

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Metadaten
Titel
Deconstructing Subtle Racist Imagery in Television Ads
verfasst von
Haseeb A. Shabbir
Michael R. Hyman
Jon Reast
Dayananda Palihawadana
Publikationsdatum
01.09.2014
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 3/2014
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-013-1798-8

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