Race and Ethnicity in Marketing and advertising

If advertising’s role is to create aspirational imagery and brand identification for consumers, then people in ads should look something like their intended U.S. audience…Advertising reflects but also creates difference, and both these strategies are intended to further brand identities and consumer identification. (Shankar,2015 ,pg 3) #advertising #diversity #ELLE #fashion #Wells

 

I found this image in an ELLE magazine. It was one of the few ads that featured a person of color, the rest being predominantly white. Although this ad has a white woman and black man (something that is usually not seen) which promotes diversity yet the representation is unequal. The black model is sexualized and used more of as a prop for the fully clothed woman model. Consumers might be able to identify themselves in the ad but is progress being made when the diversity being portrayed is disproportionate?

 

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