Ethnic Minorities in Advertising

许多国家，特别是欧洲国家，近年来经历了明显的人口结构变化，这反映在一个越来越多元化的社会中。营销对日益增加的种族多样性做出了回应，并将少数民族作为广告中相关的新细分市场。在一个认为少数族裔在广告中的代表性不那么积极的社会中，公司面临着少数族裔占多数的风险，而只针对少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。从社会的角度来看，忽视少数群体也受到了批评，因为它传达了一个不那么多元化的社会图景，并传播了负面的刻板印象。关于这个话题的研究已经展开。然而，关于少数民族形象的研究大多是在美国进行的，可以追溯到20世纪90年代和21世纪头10年。这些结果不能转移到今天的欧洲背景下。关于少数民族在广告中的影响的研究很多，但结果喜忧参半，没有定论，这表明有语境因素可以解释这些差异。此外，之前的研究没有回答这样的问题，即营销和社会影响是如何相关的，以及广告是否应为负面的社会后果负责，如减少对少数族裔的接受。目前的研究项目(1)考察了当前广告中少数民族形象是如何被塑造的，并比较了不同国家和时间的研究结果；(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)考察了这些效应的重要调节因素；(4)调查了广告是否造成了与社会多样性相关的负面效应；(5)整合以往对广告中少数群体和弱势群体的研究，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的不一致。如何、何时、何地在广告中描绘少数民族以达到积极的效果，这与营销实践有关。广告如何对社会中可能产生的与多样性相关的负面影响负责这一问题具有很高的政治意义。

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.