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Deconstructing Subtle Racist Imagery in Television Ads

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Listed:
  • Haseeb Shabbir
  • Michael Hyman
  • Jon Reast
  • Dayananda Palihawadana

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 (DQR) 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 (1) subtle racially biased imagery now supersedes overt forms, and (2) the most popular ad appeals often mask negative stereotypes. Implications for public policy and advertisers, as well as recommendations for future research, are discussed. Copyright Springer Science+Business Media Dordrecht 2014

Suggested Citation

  • Haseeb Shabbir & Michael Hyman & Jon Reast & Dayananda Palihawadana, 2014. "Deconstructing Subtle Racist Imagery in Television Ads," Journal of Business Ethics, Springer, vol. 123(3), pages 421-436, September.
    • Handle: RePEc:kap:jbuset:v:123:y:2014:i:3:p:421-436
    DOI: 10.1007/s10551-013-1798-8
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    References listed on IDEAS

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    1. Hyman, Michael R. & Skipper, Robert & Tansey, Richard, 1990. "Ethical codes are not enough," Business Horizons, Elsevier, vol. 33(2), pages 15-22.
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    Cited by:

    1. Haseeb Ahmed Shabbir & Hala Maalouf & Michele Griessmair & Nazan Colmekcioglu & Pervaiz Akhtar, 2019. "Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach," Journal of Business Ethics, Springer, vol. 159(3), pages 727-744, October.
    2. Rosanna Garcia & Daniel W. Baack, 2023. "The Invisible Racialized Minority Entrepreneur: Using White Solipsism to Explain the White Space," Journal of Business Ethics, Springer, vol. 188(3), pages 397-418, December.
    3. Dionysis Skarmeas & Constantinos N. Leonidou & Charalampos Saridakis & Giuseppe Musarra, 2020. "Pathways to Civic Engagement with Big Social Issues: An Integrated Approach," Journal of Business Ethics, Springer, vol. 164(2), pages 261-285, June.

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