Abstract
The paper explores the issues of minority representation and stereotyping in advertisements and provides an alternative perspective for examining the situation. Adhering to the marketing concept, the paper argues, minority representation and stereotyping should be judged in relation to the target market representation of the minorities as long as certain moral minimums are met. Minority representation in advertisements should not be based on their proportion in the population.
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Kochunny, C.M., Rogers, H. (2015). Promoting to Minorities: A Normative Perspective. In: King, R. (eds) Minority Marketing: Research Perspectives for the 1990s. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17386-3_6
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DOI: https://doi.org/10.1007/978-3-319-17386-3_6
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17385-6
Online ISBN: 978-3-319-17386-3
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