IDEAS home Printed from https://ideas.repec.org/h/spr/csrchp/978-3-319-44700-1_20.html
   My bibliography  Save this book chapter

Corporate Social Responsibility and the Portrayal of Minority Groups in Advertising

In: Handbook of Integrated CSR Communication

Author

Listed:
  • Charles R. Taylor

    (Villanova University)

  • John P. Costello

    (The Ohio State University)

Abstract

The portrayal of racial and ethnic minority groups in advertising is an important issue that has implications for both business and society. Both expectancy theory and cultivation theory suggest negative impacts of repeated exposure to stereotypes in the media or advertising. At a societal level, integrated CSR communications should portray minority groups in a variety of contexts that allow both members of the minority group and the society at large to have a less stereotyped and more complete view of the minority group. The extant research suggests that significant progress has been made in terms of the frequency of appearances of various minority groups in ads as well as some improvements in the types of portrayals shown. As a result, recent studies have shifted to issues such as the prominence of portrayed characters and the types of roles and settings that minorities are featured in. The authors conclude that integrated CSR communications should strive to give more complete and varied portrayals of minority groups rather than relying on stereotypes that potentially decrease the effectiveness of advertisements and risk significant social consequences.

Suggested Citation

  • Charles R. Taylor & John P. Costello, 2017. "Corporate Social Responsibility and the Portrayal of Minority Groups in Advertising," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 361-375, Springer.
    • Handle: RePEc:spr:csrchp:978-3-319-44700-1_20
    DOI: 10.1007/978-3-319-44700-1_20
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:csrchp:978-3-319-44700-1_20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.