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- W3118379728 abstract "Minorities around the world have been voicing their concerns towards the lack of properrepresentation within the media for decades now. From black communities beingstereotypically portrayed as the tireless athletes, to Asian individuals presented as the typicalintellectuals, there has been a worldwide uproar against these cliched ideologies, especially ata time when social media platforms have entered every home. Historically, minorities havebeen faced with either racist representations of the such, or no representation at all. It isarguable that society has come a long way when it comes to this issue within the media, andadvertisements more specifically. Due to this increased interest in the diversification ofmedia, researchers have been exponentially studying the impact of racist advertisements onthe brand perceptions of minorities for years, as it is proven that advertisements have a bigimpact on the consumer's point of view of the brand in question. However, this study aims atcomparing the effects of the different uses of diversity within advertisements on Caucasianindividuals and People of Color alike, in order to better understand how race withinadvertisements can impact all segments of society differently and to highlight the power thatCaucasian individuals can have if they were to speak out towards the effects of inclusivity ontheir brand perceptions. It aims at showing the reader that no matter who he is, he can pushfor accurate inclusivity within advertisements, thus bringing awareness to the still existingrace problems all over the world in order to hopefully create more inclusive and appropriatecommercials. Additionally, this thesis also incorporates several theories, including that ofSocial Identity and the Affect Transfer Theory in order to better understand why and howthese opinions are formed. Effectively, the research showed that there seems to be nodifference in the perception of Caucasians and People of Color when it comes to theirperception of the different types of inclusivity in advertisements, meaning that Caucasianindividuals tend to generally have favorable opinions towards inclusive brands whilemaintaining negative emotions towards brands that feature racist commercials. The maindifferences, however, stem from how the two groups of individuals' Social Identity plays arole in their assessment of the brands. By examining how the level of the participants' SocialIdentity within their groups reflects on their set opinions, this thesis is able to betterunderstand how one's belonging to their group can alter how they perceive certainphenomena, especially those pertaining to race." @default.
- W3118379728 created "2021-01-18" @default.
- W3118379728 creator A5037561469 @default.
- W3118379728 date "2020-06-29" @default.
- W3118379728 modified "2023-09-26" @default.
- W3118379728 title "Racial Diversity in TV commercials: The Consumer Perspective A comparison of Perceptions" @default.
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