Journal of Business Ethics 123 (3):421-436 (2014)

Authors
Michael R. Hyman
New Mexico State University
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 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 subtle racially biased imagery now supersedes overt forms, and the most popular ad appeals often mask negative stereotypes. Implications for public policy and advertisers, as well as recommendations for future research, are discussed.
Keywords Advertising  Negative stereotypes  Negative imagery  Subtle versus overt racial bias  Dimensional qualitative research
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DOI 10.1007/s10551-013-1798-8
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References found in this work BETA

When Responsibility Can't Do It.A. Gowri - 2004 - Journal of Business Ethics 54 (1):33-50.
Advertisements, Stereotypes, and Freedom of Expression.Moshe Cohen-Eliya & Yoav Hammer - 2004 - Journal of Social Philosophy 35 (2):165–187.

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