cross cultural experiment of the impacts and consequences non-inclusi pieces of advertisements

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PPAAGGEE 11 OOFF 1122

AA CCRROOSSSS--CCUULLTTUURRAALL EEXXPPEERRIIMMEENNTT OOFF TTHHEE IIMMPPAACCTTSS AANNDD CCOONNSSEEQQUUEENNCCEESS OOFF NNOONN--

IINNCCLLUUSSIIVVEE PPRRIINNTTEEDD PPIIEECCEESS OOFF AADDVVEERRTTIISSEEMMEENNTTSS UUPPOONN AAFFRROO--DDEESSCCEENNDDAANNTT

IINNDDIIVVIIDDUUAALLSS RRAACCIIAALL IIDDEENNTTIITTYY –– BBRRAAZZIILL AANNDD UUSSAA

–– WWOORRKK IINN PPRROOGGRREESSSS ––

Luiz Valério de Paula Trindade | PhD Candidate, Universidade Nove de Julho

Claudia Rosa Acevedo | PhD Professor, Universidade Nove de Julho

11 –– AABBSSTTRRAACCTT

According to many authors, advertising plays an important role on modern society given the

fact that they can create, spread and reinforce social roles through their messages conveyed onto

society. Besides that, it is also said that the majority of the studies in marketing and consumer

behavior is focused on middle-class Caucasian consumers and there is a considerable lack of

research addressing the impacts and consequences of non-inclusive printed pieces of advertisements

upon ethnic minorities racial identity.

Brazil’s advertising industry is positioned amongst the world’s top ten largest markets

and while afro-descendant individuals accounts for almost half of the country’s inhabitants,

there are a number of studies revealing that their presence on pieces of advertisements seldom

reach 10%. Even though the Brazilian afro-descendant middle class populace surpass 11.6

million people with purchasing power in excess of US$ 91.4 billion they are almost neglected

by mainstream advertising campaigns.

So that, the present research aims to conduct a cross-cultural experiment aimed at

investigate the impacts and consequences of non-inclusive printed pieces of advertisements upon

afro-descendant individuals racial identity on the light of a robust theoretical framework.

For the purpose of the present study, non-inclusive advertisement is considered as the

kind of ad that does not convey a variety of ethnic diversity on it. Or else, those ads are

characterized as predominantly Caucasian or non-integrated as previously stated by Stafford;

Birdwell; Van Tassel (1970), Cagley; Cardozo (1970) and Guest (1970).

On what regards the theoretical framework, it is made up of the following main theories

and concepts: a) Social Comparison Theory; b) Consumer Culture Theory; c) Racial Identity

Theory; d) Social Policy. And additionally, the research may also make use of other supporting

theories and concepts such as: a) Cultivation Theory; b) Theory of The Established and

Outsiders; c) Vulnerable Consumers; d) Equity Theory.

The expectation is that this cross-cultural research may enable us to identify how afro-

descendant individuals both in Brazil in the USA assess the way they are portrayed on printed

__________________________________________________


pieces of advertisements, what sentiments are triggered when they spot they are almost invisible on

pieces of advertisements or there is a great asymmetry between their actual social roles and the way

advertisers portray them, and the degree of influence that different social settings may impact on

such phenomenon.

It is also considered that the results of this research may contribute to the broadening of

marketing research regarding ethnic minorities portrayed on pieces of advertisements and also to

social policy practioners in order to act upon a more inclusive society.

Key words: afro-descendant; macromarketing; social policy; advertising; cross-cultural experiment

22 –– OOBBJJEECCTTIIVVEESS

The main focus of this cross-cultural research is to conduct an experiment in order to

investigate the impacts and consequences of non-inclusive printed pieces of advertisements

upon afro-descendant individuals racial identity on the light of a robust theoretical

framework.

The cross-cultural approach for the present research is considered of great importance and

relevance for its scope because it may allow to:

a) Investigate how the phenomenon of ethnic minorities under-representation on printed

pieces of advertisements occurs in a developing economy such as Brazil in comparison

to what happens in a industrialized nation such as the USA;

b) Broaden the boundaries of this research field given the fact that the majority of the

previous studies on this subject matter is restricted to a single country point-of-view;

c) Conduct the experiment on a different social setting and identify its degree of influence

on the judgment process by ethnic minorities under-represented individuals;

d) Brazil’s increasing international exposure along the recent past two decades and its

global position as a leading emerging economy means that many multinational

corporations holds operations in the country, and their advertising campaigns may

convey standardized messages that not necessarily are socially inclusive. So that, the

cross-cultural research may help shed some lights upon this picture;

e) Given the fact that there has been an increasing trend in the recent past on the usage of

experiments within Brazilian academia, it is considered that the study may add a

valuable contribution to future studies based on this methodology.

__________________________________________________


Moreover, as a secondary (or indirect) result of this research it is also considered that

the study may contribute to add evidences that ethnic minorities groups, such as Brazilian

afro-descendant individuals, are still not seen as actual consumers by advertisers and

marketing practioners. And besides that, it is also possible to identify that previous researches

have been able to demonstrate that diversity in advertising contributes to a more representative and

inclusive society.

33 –– IINNTTRROODDUUCCTTIIOONN

To start with, it is possible to notice that advertising represents an important industry both

in Brazil as well as in many other countries (as shown on Table 01) taking into account that, on

average, it represents around 0.67% of a country’s GDP (Gross Domestic Product).

While presently Brazil’s advertising industry is positioned as the world’s 8th

largest, as

shown on Table 01, according to Barbosa (2011), by 2013 Brazil’s advertising industry may

reach a turnover of around US$ 16.3 billion and become the world’s sixth largest market. So

that, those figures contribute to illustrate the economic power of this industry worldwide as

previously stated by Williams, Lee, Haugtvedt (2004).

Additionally, many authors (Cox, 1970; Guest, 1970; Cagley, Cardozo, 1970; Dominick,

Greenberg, 1970; Stafford, Birdwell, Van Tassel, 1970; Humphrey, Schuman, 1984; Pollay, 1986;

Lee, Hunt, 1995; Wilson, Gutierrez, 1995; Kang, 1997; Abreu, 1999; Schwarcz, 2001; Pontes,

Naujorks, Sherer, 2001; Guareschi et al, 2002; Piedras, 2003) have already pointed out that means

of mass communication in general (such as television, motion picture, printed press, soap operas,

sitcoms, comics and so on) and advertising in particular, plays an important role on modern society

given the fact that they can create, spread and reinforce social roles through their messages

conveyed onto society.

Cappelle et al (2003), for instance, argue that media plays a role of great relevance both on

the creation as well as on the reinforcement of social representations, considering the fact that

through them social groups get recognition, visibility and reinforcement on their own identity.

According to Kang (1997), advertisements give meaning to words and symbols and as such it plays

a special role in the interpretation frame of the current world.

__________________________________________________


Table 01: World’s largest advertising markets in 2010

Ranking Country

Advertising

Industry

Turnover

(US$ billion)

Country GDP

(US$ million)

Advertising

Industry

Turnover /

Country GDP

Country

Population

Per Capita

Advertising

Industry

Turnover (US$)

1 USA 94.164 14,582,400 0.65% 312,126,000 301.69

2 China 41.654 5,878,629 0.71% 1,339,724,852 31.09

3 Japan 35.442 5,497,813 0.64% 127,950,000 277.00

4 Germany 24.278 3,309,669 0.73% 81,751,602 296.97

5 France 17.619 2,560,002 0.69% 65,821,885 267.68

6 Italy 14.910 2,051,412 0.73% 60,626,442 245.93

7 UK 14.834 2,246,079 0.66% 62,435,709 237.59

8 Brazil 11.872 2,087,890 0.57% 190,732,694 62.24

9 Spain 10.768 1,407,405 0.77% 46,125,154 233.45

10 Russia 9.871 1,479,819 0.67% 142,905,200 69.07

11 Canada 9.589 1,574,052 0.61% 34,571,000 277.37

12 India 8.944 1,729,010 0.52% 1,210,193,422 7.39

13 Australia 6.653 924,843 0.72% 22,696,113 293.13

14 South Korea 6.621 1,014,483 0.65% 48,988,833 135.15

15 Mexico 6.334 1,039,662 0.61% 112,336,538 56.38

16 Netherlands 5.498 783,413 0.70% 16,693,500 329.35

17 Indonesia 4.712 706,558 0.67% 237,556,363 19.84

18 Turkey 4.174 735,264 0.57% 73,722,988 56.62

19 Switzerland 3.569 523,772 0.68% 7,866,500 453.70

20 Poland 3.429 468,585 0.73% 38,186,860 89.80

21 Belgium 3.234 467,472 0.69% 10,918,405 296.20

22 Saudi Arabia 3.169 375,766 0.84% 27,136,977 116.78

23 Norway 2.983 414,462 0.72% 4,966,400 600.64

24 Sweden 2.905 458,004 0.63% 9,440,588 307.71

25 Austria 2.827 376,162 0.75% 8,404,252 336.38

26 Iran 2.567 331,015 0.78% 75,616,000 33.95

27 Venezuela 2.502 387,852 0.65% 29,351,000 85.24

28 Argentina 2.283 368,712 0.62% 40,091,359 56.94

29 Greece 2.246 304,865 0.74% 10,787,690 208.20

30 Thailand 2.196 318,847 0.69% 67,041,000 32.76

31 Denmark 2.092 310,405 0.67% 5,564,219 375.97

32 South Africa 1.951 363,704 0.54% 50,586,757 38.57

33 Ireland 1.828 203,892 0.90% 4,581,269 399.02

34 Finland 1.715 238,801 0.72% 5,390,220 318.17

35 Portugal 1.659 228,538 0.73% 10,636,979 155.97

36 Malaysia 1.639 237,804 0.69% 2,7565,821 59.46

37 Colombia 1.611 288,189 0.56% 46,139,000 34.92

38 Israel 1.481 217,334 0.68% 7,759,300 190.87

39 Singapore 1.455 222,699 0.65% 5,076,700 286.60

40 Czech Republic 1.403 192,152 0.73% 10,535,811 133.16

41 Egypt 1.392 218,912 0.64% 8,076,1000 17.24

42 Chile 1.317 203,443 0.65% 17,275,700 76.23

43 Phillipines 1.140 199,589 0.57% 94,013,200 12.13

44 Pakistan 1.055 174,799 0.60% 177,115,000 5.96

45 Hungary 858 130,419 0.66% 9,986,000 85.92

46 New Zealand 812 126,679 0.64% 4,415,400 183.90

385.255 57,961,276 5,074,167,702

0.67% 178.05

62,909,274 6,941,500,000

92.13% 73.1%

Total

Average

The World as a Whole

Sample Share

Source: the authors based on Barnes Reports (2011)

The figures shown on Table 01 are quite significant because as it can be seen, the 46

countries listed represent 92.13% of world’s GDP and 73.1% of world’s population. Besides that,

while the world’s average per capita advertising industry turnover have reached US$ 178.05 in

__________________________________________________


2010, Brazil’s advertising industry per capita turnover have reached US$ 62.24 what indicates the

market potential yet to be developed.

It is not uncommon to notice the existence of a general idea on Brazilian society that, on

average, afro-descendant individuals do not posses significant purchasing power in order to be

considered as actual consumers. However, that idea can be considered as a fallacy or

misunderstanding as some studies have already pointed out.

Nevertheless, prior to specifically address the profile of afro-descendant middle class, it is

considered important to introduce a picture of Brazil’s social classes in general, so that one can

have a better idea of the data to be discussed on the following parts of present report. The figures

shown on Table 02 demonstrate a longitudinal view of the evolution of the social classes as well as

a projection for 2014.

Table 02: Evolution of Brazil’s Social Classes

Share People Share People Share People Share People Share People Share People Share People

"A"

"B"

"C" 44.0% 75,958,502 34.0% 61,656,110 44.9% 82,415,860 46.9% 87,111,271 49.2% 92,439,910 50.5% 95,945,446 56.0% 112,766,413

"D" 12.5% 21,579,120 20.0% 40,273,719

"E" 30.5% 52,653,053 8.0% 16,109,488

Total 100% 172,632,960 100% 181,341,499 100% 183,554,255 100% 185,738,317 100% 187,885,996 100% 189,990,983 100% 201,368,595

51.0%

9.4%

45.7%

13.0% 16.0%22,442,285 27,201,225 17,254,100 18,016,617 19,540,144 20,139,0449.7% 10.4% 10.6%15.0%

2009 2014 *

2006

32,218,975

92,484,164 83,884,295 80,610,430 75,905,942 73,906,49243.4% 40.4% 38.9%

Social

Classes

2002 2005 2007 2008

Source: the authors based on Friedlander; Martins; Moon (2008), Paduan (2009), Agostini; Meyer (2010) (*): projections

As it can be seen on Table 02, Brazilian middle class has grown considerable along the recent past

and the projections are that it may reach around 56% of the country’s inhabitants, and also the upper

class may also grow from the present 10.6% to up to 16% in 2014. It is also important to notice that

it is expected that the lower classes may decrease considerable, what is a very important factor due

to the fact that it may contribute to decrease the historically social inequalities.

On what regards the country’s different social classes purchasing power, Table 03 shows

that middle class already accounts for more than the upper class in excess of US$ 70 billion.

Table 03: Brazil’s social classes income and purchasing potential

Lowest Highest

"A"

"B"

"C" 6,960.00 30,024.00 753.00

"D" 5,028.00 6,960.00 215.00

"E" 0.00 5,028.00 112.00

Puchasing Potential

(US$ billion)Social Classes

Annual Income Range (US$)

30,024.00 --- 683.00

Source: the authors based on Friedlander; Martins; Moon (2008), Paduan (2009)

__________________________________________________


Given that broad picture of Brazil’s social classes, now it is possible to dive into the

assessment of afro-descendant middle class individuals. So that, on what regards this populace,

according to a report by Grottera (1997) the purchasing power of this group (7 million people)

accounted for around US$ 42.7 billion by that time and nowadays they surpass 11.6 million

people with a purchasing power of over US$ 91.4 billion (Trindade, 2008). On the other hand,

while they represent 48.5% of the country’s inhabitants, there are a number of studies

revealing that their presence on printed pieces of advertisements does not reach 10% (Jones,

2004; Corrêa, 2006; Trindade, 2008; Faria, 2011) whereas Caucasian individuals are well above

90% while they represent 53.4% of the country’s inhabitants.

What concerns identity creation it is considered as the process where an individual develops

a sense of belonging to a certain social group and can recognize or identify similar characteristics,

values, attitudes, beliefs and cultural backgrounds. However, this process can be negatively

influenced from the moment this individual or the group as a whole are not able to find themselves

represented on means of mass communication. They become socially invisible and as such their

possibilities are severely limited and shortened.

Moreover, Bristor; Lee; Hunt (1995, p. 48) have also pointed out that the lack of diversity

on advertisements and the inaccuracy on the way they portray ethnic minorities have a negative

impact on them because they “tend to reflect white’s attitudes toward minorities and, therefore,

reveal more about whites themselves than about the varied and lived experiences of minorities”.

Additionally, it is also possible to notice that Humphrey; Schuman (1984, p. 563) share a similar

thought when they argue that “advertisers usually portray white individuals on the way they think

about themselves and negroes as white think of them”.

When it comes to portray ethnic minorities, advertisements do not have an inclusive view of

the society. The more it portrays individuals on the same way, the more the ethnic minority tends to

have their social possibilities shortened and, consequently, they will have to fit themselves onto

models diverse from their own cultural background in order to become socially accepted.

44 –– TTHHEE PPRROOBBLLEEMM

Although minorities groups have been on the rise both in Brazil and in the USA on what

regards their number and mainly the diversity of their social roles, as pointed out by Trindade

(2008), Sirkeci (2008) and Williams; Lee & Haugtvedt (2004), there is still a lack of ethnic

diversity in advertising on both countries.

__________________________________________________


Additionally, Baker; Gentry & Rittenburg (2005, p. 137) also argue that “the majority of

empirical research in marketing and consumer behaviour has focused on middle-class Caucasian

consumers”. Therefore it is considered that expanding the boundaries and looking at consumers

who are not necessarily part of the mainstream allows increasing the understanding and knowledge

of the impact and the consequences of marketing messages onto society as a whole and on minority

groups in particular.

For that reason, the key research questions of the present study lay on the following

points: a) investigate the impacts and consequences of non-inclusive printed pieces of

advertisements upon afro-descendant individuals racial identity; b) assess the degree of

influence of cultural issues on the evaluation process of printed pieces of advertisements by

afro-descendant individuals.

Moreover, the comprehension of this phenomenon can also largely contribute to marketers

better explore a sizeable portion of the consumer market not yet developed on its full potential on

both countries. While in Brazil there are over 11.6 million middle-class afro-descendant individuals

almost neglected by advertisers (Trindade, 2008), apart from other minorities groups, in Britain the

minorities groups surpass 4.6 million inhabitants (Sirkeci, 2008).

55 –– TTHHEEOORREETTIICCAALL FFRRAAMMEEWWOORRKK

In order to address the research questions of the present study, it is considered that a group

of two main theories and one concept represent the study’s fundamental pillars. Those theories and

concepts are comprised of: a) Social Comparison Theory; b) Consumer Culture Theory; c)

Racial Identity Theory; d) Social Policy.

Additionally, the study may also make use of a group of secondary theories and concepts in

order to back up the analysis, such as the following ones: a) Cultivation Theory; b) Theory of

The Established and Outsiders; c) Vulnerable Consumers; d) Equity Theory.

66 –– OOUUTTLLIINNEE OOFF TTHHEE RREESSEEAARRCCHH PPLLAANN

The research methodology to be employed on the present study is a cross-cultural

experiment. The research questions give the necessary basis for the experiment questionnaire

design. The experiment general reasoning consist of gathering, at least, three groups of individuals

(each group composed of up to 09 people) and expose them to a stimuli that, for the purpose of this

research, will be made of printed pieces of advertisements. Such groups will then answer to a pre-

__________________________________________________


defined set of questions designed (and certainly also pre-tested beforehand) to evaluate the impacts

and consequences of non-inclusive pieces of advertisements upon afro-descendant individuals.

Following the experiment, the results may then be analyzed on the light of the theoretical

framework chosen for this research.

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