What's Your Type? Stereotype that is: African American Stereotypes in Advertising

The research discusses the use of advertisements considered to be ‘stereotypical’ and the way they are perceived by consumers. The research discusses the stereotypical advertising portraying African Americans. In the... [ view full abstract ]

The research discusses the use of advertisements considered to be ‘stereotypical’ and the way they are perceived by consumers. The research discusses the stereotypical advertising portraying African Americans. In the research the focus is on the way advertisers use stereotypes to promote their products. Popular companies often use advertisements that are stereotypical to cultures. The paper not only focuses on print ads but also radio ads and television commercials. Moreover, the research examines the success of the product after the release of the advertisement. The research will seek to addresses the following questions:
• What are the African-American stereotypes held in America?
• What are the differences between the ads featuring Caucasian Americans and African Americans?
• How do African American consumers respond to the positive stereotypical advertisements?
• How do African American consumers respond to the negative stereotypical advertisements?
• What effect do the responses of consumers have on the brand?
Keywords: stereotypes, advertising, offensive, branding, consumer perception