Ethnic Minorities in Advertising

近年来，许多国家，特别是欧洲国家，经历了明显的人口结构变化，这反映在一个种族越来越多样化的社会上。市场营销对日益增加的种族多样性做出了反应，并将少数民族作为广告中相关的新细分群体。公司面临的风险是，一个社会中的多数族裔认为广告中少数族裔的表现不那么积极，而只针对多数族裔的广告可能会阻碍某些少数族裔的目标群体。从社会的角度来看，忽视少数群体的广告也受到了批评，因为它传达了一个缺乏多样性的社会的画面，并传播了负面的刻板印象。这方面的研究已经开始了。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世纪初。这些结果并不适用于今天的欧洲。有许多关于少数民族在广告中的影响的研究，但他们的结果是混合的和不确定的，这表明有背景因素可以解释这些差异。此外，之前的研究没有回答营销和社会效应是如何相关的问题，以及广告是否应该对负面的社会后果负责，比如对少数民族的接受程度下降。最后，还不可能从概念上整合关于广告中不同少数民族和弱势群体的描绘和影响的调查结果，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)考察了少数民族如何在当前的广告中被描绘出来，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方面考察了少数民族形象对消费者的影响；(3)研究这些影响的重要调节因子；(4)调查广告是否对社会多样性相关的负面影响负责；(5)整合以往关于广告中的少数群体和弱势群体的研究，为未来的研究发展新的概念框架。这些发现有助于澄清先前研究的不一致之处。如何、何时、何地在广告中描绘少数民族以达到积极效果与营销实践有关。广告如何对社会中与多样性相关的可能的负面影响负责的问题具有高度的政治相关性。

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.