Ethnic Perceptions of Advertising as an American Institution

Abstract

This study specifically refers to a comparative analysis between the American Whites and Negroes (as control groups) and Japanese Americans (as experimental group) on value perceptions of advertising as an institution. The results, however, have clearly shown largely negative attitudes toward advertising on the part of Japanese Americans.

The conceptual differences observed across the ethnic lines can be traced both theoretically and empirically based on communications literature. Of most notable finding here is the working of strong psychological defense mechanisms on the part of Japanese Americans to selectively perceive outside values, supported by a Buddhist virtue of uppekha (or internal equanimity through non-attachment).

Literature on American advertising suggests that the values promulgated by advertising may help ethnic groups achieve middle-class orientations in the American society. Hence, advertising may function as an accultural variable if positively perceived by ethnic members.