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BizReport : Research : January 04, 2008
Stereotypical representations offputting to ethnic minorities
U.S.-based ethnic minorities were asked how they felt about stereotypical representations of their groups in advertising and, surprise surprise, they’re not at all happy with it.
Represent ethnic minorities in your advertising, by all means, but don’t go for stereotypical representations. Instead, pay attention to cultural details, said respondents to an OMD Worldwide survey.
Over 1,400 members of various U.S.-based ethnic minorities (blacks, Asian-Americans, Hispanics and the general market) were surveyed by OMD, and overwhelmingly they agreed that more attention be paid to cultural signals than merely straight translations.
Such signals include culturally relevant phrases, characters, attire, expressions and values.
"The respondents were saying, 'We want to see ourselves represented in ads, but not in a stereotypical matter,'" said Pamela Marsh, group director, primary research and insights at the Omnicom media agency.
Tags: ad design, ethnic minorities, online advertising, stereotyping
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