Deconstructing Subtle Racist Imagery in Television Ads
Shabbir, H.A. Hyman, M.R. Reast, Jon Palihawadana, D.
Shabbir, H.A.
Hyman, M.R.
Reast, Jon
Palihawadana, D.
Publication Date
2014
End of Embargo
Supervisor
Rights
Peer-Reviewed
Yes
Open Access status
closedAccess
Accepted for publication
Institution
Department
Awarded
Embargo end date
Collections
Additional title
Abstract
Although ads with subtle racist imagery can reinforce negative stereotypes, advertisers can eliminate this problem. After a brief overview of predominantly U.S.-based research on the racial mix of models/actors in ads, a theoretical framework for unmasking subtle racial bias is provided and dimensional qualitative research (DQR) is introduced as a method for identifying and rectifying such ad imagery. Results of a DQR-based study of 622 U.K. television ads with at least one Black actor indicate (1) subtle racially biased imagery now supersedes overt forms, and (2) the most popular ad appeals often mask negative stereotypes. Implications for public policy and advertisers, as well as recommendations for future research, are discussed.
Version
No full-text in the repository
Citation
Shabbir HA, Hyman MR, Reast J and Palihawadana D (2014) Deconstructing Subtle Racist Imagery in Television Ads. Journal of business ethics. 123(3) 421-436.
Link to publisher’s version
Link to published version
Link to Version of Record
Type
Article