Abstract
Advertising aims to adapt to the ever-changing consumer perceptions of all races, sexes, ethnicities, and attitudes of consumers worldwide. Yet to date there are still advertisements that portray persons of color either in a stereotypical manner or as background to European Americans. This research study explores and investigates the role of advertising in targeting African-American consumers through stereotypes and further examines the following questions. Do the stereotypes project the true feelings of African-American population? Should advertisers be held responsible for the continued perpetuation of the stereotypes?
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© 2015 Grace Curry, Ulysses Brown, III, Jun Wu and Anshu Saxena Arora
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Curry, G., Brown, U., Wu, J., Arora, A.S. (2015). How “True” Are Stereotypes? The Role of Stereotypes in Advertising. In: Arora, A.S., Bacouël-Jentjens, S. (eds) Advertising Confluence: Transitioning Marketing Communications into Social Movements. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137492265_7
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DOI: https://doi.org/10.1057/9781137492265_7
Publisher Name: Palgrave Pivot, New York
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