Diversity in Advertising: Broadening the Scope of Research Directions

Diversity in Advertising: Broadening the Scope of Research Directions

Diversity in Advertising: Broadening the Scope of Research Directions

Diversity in Advertising: Broadening the Scope of Research Directions


The successful advertisers of the 21st century must understand the importance of diversity in American Society. A number of characteristics must be considered such as: gender, age, ethnicity, sexual orientation, etc. Today over a quarter of Americans identify themselves as something other than white and people over 50 make up the largest group in the US.


This volume grew out of the 18th annual Advertising and Consumer Psychology Conference held in 1999 in San Antonio, Texas, sponsored by the Society for Consumer Psychology (SCP), Division 23 of the American Psychological Association. The the me of the conference was Diversity in Advertising. Over 70 academicians and practitioners attended the conference, and over 30 papers were presented. As Co-Chairs of that Conference, we also took on the task of organizing and editing this volume. We selected 19 papers from that conference and asked the authors to revise and update the ir papers from the presentations made at the conference. In addition, we invited other authors to prepare 5 papers that we felt would signi cantly add to the value of this work, thus resulting in the 24 chapters comprising this book.

Although the need for such a volume may seem obvious to many academics and practitioners as a result of the rapidly changing demographic landscape, it may be helpful for us to provide some additional background as to why we felt it was important to undertake this effort. The Se demographic changes are challenging the effectiveness of traditional advertising techniques and marketing strategies. More and more advertisers are nding that the y must appeal to narrower segments of consumers, who express distinctive ethnic, age-cohort, or lifestyles values by what and how the y buy. Marketers hoping to attract the se diverse groups of consumers must build relationships with the m by mirroring the values and multiple identities with which the y identify. More sophisticated advertising and marketing insights and tools based on contemporary, cutting-edge research and methodologies are needed.

In addition, we feel that diversity in advertising is more than effectiveness in the marketplace; it is also a recognition and welcoming sign for immigrants and other individuals who, over the years, have been considered as “minorities. ” We hope this book on diversity in advertising will contribute to the understanding of the diversity of people, the changing landscape of the United States, and, what is more important, the need for a more inclusive society.

This book provides a vast array of information for those academics and practitioners seeking to better understand how individual characteristics affect the sending, receiving, and processing of communication efforts. The book highlights (a) past and current knowledge on diversity in advertising, (b) important questions . . .

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