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

01-09-2014

Deconstructing Subtle Racist Imagery in Television Ads

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

Published in: Journal of Business Ethics | Issue 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.
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Metadata
Title
Deconstructing Subtle Racist Imagery in Television Ads
Authors
Haseeb A. Shabbir
Michael R. Hyman
Jon Reast
Dayananda Palihawadana
Publication date
01-09-2014
Publisher
Springer Netherlands
Published in
Journal of Business Ethics / Issue 3/2014
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-013-1798-8

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