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    Deconstructing Subtle Racist Imagery in Television Ads

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    Publication date
    2014
    Author
    Shabbir, H.A.
    Hyman, M.R.
    Reast, Jon
    Palihawadana, D.
    Keyword
    Racist imagery; Subtle racist imagery; Television adverts; Identification; Rectification; Theoretical framework
    Peer-Reviewed
    Yes
    
    Metadata
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    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.
    URI
    http://hdl.handle.net/10454/7120
    Version
    No full-text available 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
    http://dx.doi.org/10.1007/s10551-013-1798-8
    Type
    Article
    Collections
    Management and Law Publications

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