Diversity In Advertising

Author : Jerome D. Williams
Publisher : Psychology Press
ISBN 13 : 1135617562
Total Pages : 472 pages
Book Rating : 4.61/5 ( download)

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Download or read book Diversity in Advertising written by Jerome D. Williams and published by Psychology Press. This book was released on 2004-04-13 with total page 472 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

Author : Shalini Shankar
Publisher : Duke University Press Books
ISBN 13 : 9780822358640
Total Pages : 0 pages
Book Rating : 4.46/5 ( download)

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Download or read book Advertising Diversity written by Shalini Shankar and published by Duke University Press Books. This book was released on 2015-04-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent.

Author : Jochen Hartmann
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.23/5 ( download)

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Download or read book Diversity in Advertising in Times of Racial Unrest written by Jochen Hartmann and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Firms increasingly aim to present diversity across age, gender, and/or race in their promotional material. Recent social movements such as BlackLivesMatter (BLM) or MeToo have further raised awareness towards social inequality. This paper examines racial diversity in U.S. digital advertising, analyzing both the diversity of ads distributed to consumers (supply) and consumer reactions to diverse ads (demand). We also investigate the change in advertising diversity (supply and demand) surrounding George Floyd's murder and the subsequent BLM protests. Using a longitudinal dataset of tens of thousands of display ads, generating over 250 billion impressions, we employ robust, advanced deep learning methods to automatically detect demographic diversity in these ads. From January 2019 to July 2021, we observe an overall increase in minority models in digital ads, particularly Black models, along with higher click-through rates for ads featuring Black models. The murder of George Floyd led to a temporary surge in Black model inclusion and more positive consumer reactions. However, both effects subsided within a few months. Overall, our findings indicate that diverse advertising can create a win-win opportunity, promoting minority representation in public media while benefiting advertisers financially, and that social movements like BLM can influence the supply and demand of advertising.

Author : Jerome D. Williams
Publisher : Psychology Press
ISBN 13 : 1135617554
Total Pages : 483 pages
Book Rating : 4.54/5 ( download)

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Download or read book Diversity in Advertising written by Jerome D. Williams and published by Psychology Press. This book was released on 2004-04-13 with total page 483 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

Author : Susie Khamis
Publisher : Routledge
ISBN 13 : 9781032474816
Total Pages : 0 pages
Book Rating : 4.15/5 ( download)

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Download or read book Branding Diversity written by Susie Khamis and published by Routledge. This book was released on 2023-05 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything other than popularly agreeable scripts and narratives. On the contrary, advertising is now replete with progressive messaging. Through Budweiser, Gillette, Vogue and Patagonia, Susie Khamis demonstrates that such forays into the political realm are not just shrewd appraisals of popular causes, but also inevitable outcomes of contemporary media and politics. This book will be of interest to scholars in advertising studies, marketing communications and media studies.

Author : Professor C P Rao
Publisher : Gower Publishing, Ltd.
ISBN 13 : 1409459829
Total Pages : 464 pages
Book Rating : 4.28/5 ( download)

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Download or read book Marketing and Multicultural Diversity written by Professor C P Rao and published by Gower Publishing, Ltd.. This book was released on 2012-08-28 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.

Author : Susie Khamis
Publisher : Routledge
ISBN 13 : 0429626959
Total Pages : 152 pages
Book Rating : 4.51/5 ( download)

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Download or read book Branding Diversity written by Susie Khamis and published by Routledge. This book was released on 2020-01-27 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything other than popularly agreeable scripts and narratives. On the contrary, advertising is now replete with progressive messaging. Through Budweiser, Gillette, Vogue and Patagonia, Susie Khamis demonstrates that such forays into the political realm are not just shrewd appraisals of popular causes, but also inevitable outcomes of contemporary media and politics. This book will be of interest to scholars in advertising studies, marketing communications and media studies.

Author : David R. Morse
Publisher :
ISBN 13 : 9781941688526
Total Pages : 258 pages
Book Rating : 4.27/5 ( download)

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Download or read book Multicultural Intelligence written by David R. Morse and published by . This book was released on 2018 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.

Author : Shalini Shankar
Publisher : Duke University Press
ISBN 13 : 0822375613
Total Pages : 199 pages
Book Rating : 4.16/5 ( download)

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Download or read book Advertising Diversity written by Shalini Shankar and published by Duke University Press. This book was released on 2015-04-03 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent.

Author : Marlene L. Rossman
Publisher : AMACOM/American Management Association
ISBN 13 : 9780814479216
Total Pages : 178 pages
Book Rating : 4.19/5 ( download)

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Download or read book Multicultural Marketing written by Marlene L. Rossman and published by AMACOM/American Management Association. This book was released on 1996 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.