The Minority Myth
Abstract: The diversification of the global market place is a growing trend. It is important that corporations design advertisements that feature ethnic minorities in order to reflect the diverse population. Previous theory argues that failure to fairly represent the diverse population is potentially hazardous to the social climate for the population's ethnic minorities. In Sweden the effects of this inclusion of ethnic minorities are rather unexplored. The general consensus has been that this will generate negative reactions from the ethnic majority consumers and thus lower the overall effectiveness of the advertisement. The aim of this thesis is to investigate if including ethnic minorities in advertising can positively affect the social climate and if there are any negative effects on ad and brand attitude as well as purchase and contact intention. This was tested in an experimental study. The results show that through just a one time exposure to an ethnic minority model in an ad, it is possible to gain positive effects on social climate without any negative effects on the traditionally intended effects of advertising.
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