ABSTRACT

This chapter examines how ethnic images and race relations have historically been presented in advertising and how such portrayals correlate with patterns of intergroup relations and tensions. Advertising images, as cultural commodities and social constructions, have long been sites of struggle along racial fault lines in United States’ cultural landscape. Though ethnic minority representation in advertising has clearly increased, how black people are depicted and what they contribute to product’s image remains questionable. Ethnicity has repercussions for consumption patterns, responses to particular advertising, and buying behavior. Effective advertising campaigns aptly demonstrate cultural differences. The remnants of that history are visible in contemporary social stratification based on race, which is reflected in advertising. The stereotypes and racist ideologies of dominant groups toward ethnic minorities in advertising are very revealing. Advertising displays employment integration, residential integration, and interracial relationships. Advertising agencies and Hollywood producers have always looked for “types.” Unfortunately, Latinas are limited to roles as Luscious Latinas, maids, or illegal immigrants.