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Deconstructing Subtle Racist Imagery in Television Ads

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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.

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Authors and Affiliations

  1. Hull University Business School, Hull, UK

    Haseeb A. Shabbir

  2. New Mexico State University, College of Business, Box 30001, Dept. 5280, Las Cruces, NM, 88003-8001, USA

    Michael R. Hyman

  3. Bradford University School of Management, Emm Lane, Bradford, West Yorkshire, BD9 4JL, UK

    Jon Reast

  4. Leeds University Business School, Maurice Keyworth Building, University of Leeds, Leeds, LS2 9JT, UK

    Dayananda Palihawadana

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  1. Haseeb A. Shabbir
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  2. Michael R. Hyman
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  4. Dayananda Palihawadana
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Correspondence to Michael R. Hyman.

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Shabbir, H.A., Hyman, M.R., Reast, J. et al. Deconstructing Subtle Racist Imagery in Television Ads. J Bus Ethics 123, 421–436 (2014). https://doi.org/10.1007/s10551-013-1798-8

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