Representation Matters: An Illustrated History of Race and Ethnicity in Advertising

Abstract

Abstract: This article provides an historical and critical review of a sampling of iconic and archetypical advertisements from the 1800s to the present concerning advertising imagery involving race and ethnicity. Showcasing a variety of print ads, video commercials and social media content, advertising representations featuring Black and African American, Latinx, Asian, Native American and White models are examined, based on examples derived from US and global marketing efforts. Advertisements promoting multiculturalism and anti-racist ideologies are also discussed. Recently curated sources for locating additional examples concerning advertising, race, and ethnicity are identified for further research and teaching. Finally, recommendations aimed at improving advertising teaching and practice are suggested, with a goal of diminishing advertising gaffes which are harmful to advertisers' reputations. Given the interdependent relationship between advertising images, image creators, and the influence of advertising imagery on society, it is important that advertising professionals recognize the potency of visual representations and use their influence to effect change in advertising institutions.