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Description / Abstract
Previous research has shown that people of color have been misrepresented in advertisements through stereotypic portrayals. This research paper focuses on those stereotypical portrayals within ads, specifically looking at whether individuals are sensitive to representation and if it impacts the quality of the ad. One hundred eighty-nine participants ages 18-24 years old completed a questionnaire based on the Prototypicality of Television Portrayals scale to determine if a stereotypic basketball condition or non-stereotypic gaming condition of an African American male in an energy drink advertisement was perceived as a better person. Results showed that the participants perceived the African American model in the basketball condition to be a better individual than in the gaming condition, which led to rejecting my hypothesis that the quality of the ad is impacted by the use of ethnic stereotypes. These results correlate to the Expectancy Violation Theory, in which the participant violates the expectation of the gaming condition to perceive the model as a better person. Furthermore, the 2nd study looks into the brand attitude, advertisement attitude, and purchase intention of the consumer and finds that there is no impact on the marketing metrics within the use of stereotypes or no stereotypes in the advertisements.
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Download as a PDF: Honors Paper
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KeywordsMarketing, Stereotypes, Representation, People of Color, and Advertisements
Degree AwardedB.A. in Organizational Communication & B.S. in Marketing
Awarding InstitutionPoint Loma Nazarene University
Committee MembersMentor: Jeffery Birdsell; Committee Members: Michael Wiese and Nathan Gibbs
Periodical TitleArete: The PLNU Honors Journal
Peer Reviewed?No
Collections With This Resource
PLNU Undergraduate Honors Projects 2021-2025
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