RT Article
T1 Deconstructing Subtle Racist Imagery in Television Ads
JF Journal of business ethics
VO 123
IS 3
SP 421
OP 436
A1 Shabbir, Haseeb A.
A1 Hyman, Michael R.
A1 Reast, Jon
A1 Palihawadana, Dayananda
LA English
PB Springer Science + Business Media B. V
YR 2014
UL https://www.ixtheo.de/Record/1785651714
AB 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.
K1 Dimensional qualitative research
K1 Subtle versus overt racial bias
K1 Negative imagery
K1 Negative stereotypes
K1 Advertising
DO 10.1007/s10551-013-1798-8