poster simpósio brasil-japão 2011
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A Cross-Cultural Experiment of the Impacts and Consequences of Non-Inclusive Printed Pieces of Advertisements upon Afro-Descendant Individuals Racial Identity – Brazil and USA
Luiz Valério de Paula Trindade, PhD candidate | [email protected] Claudia Rosa Acevedo Campanario, PhD Professor | [email protected]
What Are The Facts? 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 purchasin power in exccess of US$ 91.4 billion they are neglected by mainstream advertising campaings.
Why Research This Subject Matter? 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. Moreover, 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 coonsumers by advertisers and marketing practioners.
What Are The Theoretical Framework? In order to address the research questions of the present study, it is considered that the following group of theories and concepts represent its fundamental analytical pillars:
Social Comparison Theory (SCT); Consumer Culture Theory (CCT); Racial Identity Theory; Social Policy.
What Research Method Is Going To Be Used? The research methodology to be employed on the present study is a cross-cultural experiment. The research questions will give the necessary basis for the experiment questionnaire design. The experiment general reasoning cosist of gathering three groups of individuals and expose them to a stimuli that will be made of printed pieces of advertisements. Such groups will then answer to a pre-defined set of questions designed to evaluate the impacts and consequences upon afro-descendant individuals.
What Is Non-Inclusive Advertisment? It is considered as the kind of ad that does not convey a variety of ethnic diversity on it. Or else, such kind of ads are characterized as predominantly Caucasian oriented or non-integrated, as previsously stated by Stafford; Birdwell; Van Tassel (1970), Cagley; Cardozo (1970) and Guest (1970).
– Work in Progress –