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Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising

Author

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  • Han, Xiaoqi
  • Tsai, Sunny Wanhsiu

Abstract

The authors compare the responses of non-distinctive majority viewers (ie ‘straight’) and distinctive minority viewers (ie ‘gay’) to majority-targeted ads, minoritytargeted ads and inclusive ads, which juxtapose majority and minority characters in a compatible manner. The study further investigates gay representation in inclusive ads. The results reveal that the non-stereotypical gay images in inclusive ads induce a less negative attitude among straight viewers. In addition, gay viewers’ responses toward gay ads and inclusive ads are equally favourable. The results highlight the potential of inclusive ads with non-stereotypical images of minorities to communicate effectively with minority consumers without alienating the majority.

Suggested Citation

  • Han, Xiaoqi & Tsai, Sunny Wanhsiu, 2016. "Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(2), pages 154-169, February.
  • Handle: RePEc:aza:jcms00:y:2016:v:1:i:2:p:154-169
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    Cited by:

    1. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    More about this item

    Keywords

    inclusive advertising; multicultural advertisement; LGBT; stereotype; minority-targeted ads;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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