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Erschienen in:
2015 | OriginalPaper | Buchkapitel
How “True” Are Stereotypes? The Role of Stereotypes in Advertising
verfasst von : Grace Curry, Ulysses Brown III, Jun Wu, Anshu Saxena Arora
Erschienen in: Advertising Confluence: Transitioning Marketing Communications into Social Movements
Verlag: Palgrave Macmillan US
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Advertising aims to adapt to the ever-changing consumer perceptions of all races, sexes, ethnicities, and attitudes of consumers worldwide. Yet to date there are still advertisements that portray persons of color either in a stereotypical manner or as background to European Americans. This research study explores and investigates the role of advertising in targeting African-American consumers through stereotypes and further examines the following questions. Do the stereotypes project the true feelings of African-American population? Should advertisers be held responsible for the continued perpetuation of the stereotypes?