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Diversity In Advertising Means More Than Just Appearance

December 22, 2011: 02:35 AM EST
A survey by Yahoo!, Mindshare and Added Value has found that digital marketers are failing to reach blacks, Hispanics and Asian-Americans because the message often does not resonate with them at a cultural level. The survey found that 78 percent of blacks, 74 percent of Hispanics and 72 percent of Asians agreed that diversity in ads is important, but that diversity should not just be reflected in appearance, i.e., substituting a black family for a white family. According to a Yahoo! executive, respondents complained that brands “are not speaking to concepts that are relatable to me.” Ads need to reflect core values and interests: for example, an ad with a Hispanic family might show them sitting down and enjoying a meal together.
"Ethnic Groups Don’t See Themselves in Advertising, Digital Content", eMarketer, December 22, 2011, © eMarketer Inc.
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