Whiteness Theory in Advertising: Racial Beliefs and Attitudes Toward Ads.

Autor:	Morris, Angelica, Kahlor, Lee Ann
Předmět:	ADVERTISING ASIANS ATTITUDE (Psychology) BLACK people CONSUMER attitudes GROUP identity HISPANIC Americans INDIGENOUS peoples of the Americas PSYCHOLOGICAL tests RACE RACISM SCALE analysis (Psychology) T-test (Statistics) WHITE people UNDERGRADUATES
Zdroj:	Howard Journal of Communications; Oct-Dec2014, Vol. 25 Issue 4, p415-430, 16p
Abstrakt:	Research has suggested the race of models in advertisements impacts audience attitudes toward these messages, but how does viewers’ race affect attitudes toward advertisements featuring models of the same or a different race? The authors explore the existence of racial identity and color-blind racism across racial groups and examine these constructs as they relate to attitudes toward advertisements and ad models’ race. Although the authors found that racial identity and color-bind racism were present across audiences, they did not find significant relationships between race and attitudes toward ads. They did, however, find color-blind racism was significantly related to non-White audiences’ opinions of ads featuring Black models. [ABSTRACT FROM PUBLISHER]
Databáze:	Complementary Index
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