Effects Of Racism In Advertising
Racism is a serious challenge which has existed in almost every society throughout human history and becomes a deep painfulness for new generations. Even spending many years to stand and fight for their equality, racism is still everywhere and can be found in many types of incidents, including in media and advertising industry. Racism has appeared in multicultural marketing over the past decades (Joglar, 2017). Advertising is an important marketing communication tool which leading companies aim to convince all people to purchase products through a memorable advertisement. Many of noticeable racist advertisements happen since they want to appeal to all races and think that they can cover all. In order to attract certain groups of people, sometimes …show more content…
These days, companies tend to use internet, television and billboard as their main advertising medium because it can reach massive target audiences. During the technology eras, no one can deny the power of media that has on people. It is a major source for expressing ideas towards the public that people can easily access. Nevertheless, the contents of advertisements sometimes have a thin line between continuing a racism and creating a conscience among people.
Sometimes advertisers are unintentional creating racism but the final outcome is mistaken. In general, there are signs that identify ads as racism such as imagery, message, subtext and body position (Joglar, 2017). The most common form of racism in advertisements relates to skin colors, and it will be even worse when it comes to a message that implicitly as a discrimination. Most of them have raised controversy across the world which following paragraphs indicate some examples of advertisements from large corporations that people have considered as
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Although there are examples of the effect, there are still some cases. The consequence of any circumstances whether intended or not, it will affect the image of companies and brands in a long-term. Therefore, every company cannot be ignorant and naive in culture because this is their responsibilities having to understand the base of their entire customers’ cultures and to be able to communicate that respect. Conversely, sometimes people are unconsciously supporting those ads by purchasing products because they do not figure it out at the times. Eventually, the ones who can decide that racist ads will continue or stop are consumers or
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