Appreciation or Just Representation: A Look at Multicultural Portrayals in Advertising

Open Access
Author:
Desjardins, Grace Alison
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Jennifer Chang Coupland, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
  • Duncan King-Hoi Fong, Faculty Reader
Keywords:
  • Multicultural
  • Advertising
Abstract:
As minorities in the United States increasingly represent a larger portion of the population, it is critical that they feel included in advertising. If they are not, marketers run the risk of alienating them. Marketers can attempt to reach consumers by incorporating strategies of in-group bias and accommodation. In order to do so, brands can choose to emphasize varying levels of mainstream and subcultural values. These values can be portrayed through numerous elements of the advertisements. This study breaks down those elements and categorizes commercials according to a perceptual framework. Risks and benefits of these framework strategies are then outlined.