While ethnic diversity in advertising has long been studied, researchers have found conflicting results when studying the attitudes of consumers towards multi-ethnic representation in ads. The purpose of this study is to investigate the effects of using an ethnically diverse or ethnically-specific cast in television advertisements in order to target ethnic minorities. This study seeks to determine if an actor’s ethnicity influences the viewer’s identification with the ad, depending on the viewer’s strength of identification with their ethnic group. Findings demonstrate that people who identify more with their ethnic group tend to identify more with ads that feature a member of their ethnic group. Further, higher identification with an ad correlates with higher behavioral and purchase intent, as well as more positive attitudes towards the advertisement and the brand.
Stephanie Jacobsen (Thesis Director)
Copyright and Permissions
Original document was submitted as an Honors Program requirement. Copyright is held by the author.
DeBenedictis, Eric. (2018). You Are Included: The Effectiveness of Diversity and Representation of Ethnic Minorities in TV Advertising. In BSU Honors Program Theses and Projects. Item 294. Available at: https://vc.bridgew.edu/honors_proj/294
Copyright © 2018 Eric DeBenedictis