Ethnic Minorities in Advertising

广告中的少数民族

• 批准号: 449610606
• 负责人: Professor Dr. Martin Eisend
• 金额: --
• 依托单位: Lehrstuhl für BWL, insb. Internationales Marketing
• 依托单位国家: 德国
• 项目类别: Research Grants
• 资助国家: 德国
• 项目状态: 未结题
• 来源: https://gepris.dfg.de/gepris/projekt/449610606?language=en
• 关键词: Ethnic; Minorities; Advertising

Many, especially European, countries have experienced a noticeable demographic change in recent years, which is reflected in a more and more ethnically diverse society. Marketing has responded to increasing ethnic diversity and targeted ethnic minorities as a relevant new segment in advertising. Companies are at risk of the ethnic majority in a society perceiving the representation of ethnic minorities in advertising as less positive, while advertising that targets only the ethnic majority may deter promising target groups of certain ethnic minorities. Ignoring minorities in advertising is also criticized from a societal point of view, since it conveys a picture of a less diverse society and propagates negative stereotypes.Research has already taken on the topic. However, studies on the portrayal of ethnic minorities are mostly performed in the US and date back to the 1990s and 2000s. These results are not transferable to today's European context. Many studies on the effects of ethnic minority in advertising exist, but their results are mixed and inconclusive, suggesting that there are contextual factors that can explain these differences. Furthermore, previous research leaves the question unanswered, how marketing and social effects are related, and whether advertising is responsible for negative social consequences such as decreasing acceptance of ethnic minorities. Finally, it has not yet been possible to conceptually integrate the findings on the portrayal and influence of different minorities and disadvantaged groups in advertising and to link them to a theoretical framework that can be used for future research.The current research project (1) examines how ethnic minorities are portrayed in current advertising and compares the findings across countries and time; (2) examines the effects of the portrayals of ethnic minorities on consumers both in terms of brand-related effects and social effects; (3) examines important moderators of these effects; (4) investigates whether advertising is responsible for negative societal diversity-related effects; and (5) integrates past research on minority and disadvantaged groups in advertising and develops a new conceptual framework for future research.The findings help to clarify inconsistencies of previous research. How, when, and where ethnic minorities can be portrayed in advertising to achieve positive effects is relevant to marketing practice. The question of how advertising is responsible for possible negative diversity-related effects in society is of high political relevance.

许多国家，特别是欧洲国家，近年来经历了明显的人口变化，这反映在一个种族越来越多样化的社会。市场营销对日益增加的种族多样性作出了反应，并将少数民族作为广告中的一个相关的新部分。公司面临的风险是，社会中的多数族裔认为广告中少数族裔的代表性不那么积极，而只针对多数族裔的广告可能会阻止某些少数族裔的有前途的目标群体。在广告中忽视少数群体也受到社会观点的批评，因为它传达了一个不太多样化的社会的形象，传播了负面的陈规定型观念，已经对这一主题进行了研究。然而，关于少数族裔形象的研究主要在美国进行，可以追溯到20世纪90年代和21世纪初。这些结果是不能转移到今天的欧洲背景。关于少数民族在广告中的影响，有许多研究，但他们的结果是混合的和不确定的，这表明有语境因素可以解释这些差异。此外，以前的研究没有回答这个问题，营销和社会效应是如何联系在一起的，以及广告是否会造成负面的社会后果，如减少对少数民族的接受。最后，目前尚不可能从概念上综合关于广告中不同少数群体和弱势群体的形象和影响的调查结果，并将其与可用于未来研究的理论框架联系起来，目前的研究项目（1）审查当前广告中少数民族的形象，并比较不同国家和不同时期的调查结果;（2）从品牌效应和社会效应两个方面考察了少数民族形象对消费者的影响;（3）考察了这些影响的重要调节因素;（4）考察了广告是否对社会多样性相关的负面影响负责;（5）整合以往对广告中少数人和弱势群体的研究，为未来的研究提供一个新的概念框架，有助于澄清以往研究中的不一致之处。如何、何时、何地在广告中描绘少数民族以取得积极效果，与营销实践有关。广告如何对社会中与多样性有关的负面影响负责的问题具有高度的政治相关性。