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International Journal of Advertising
The Review of Marketing Communications
Volume 30, 2011 - Issue 2
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Original Articles

Targeting without alienating

Multicultural advertising and the subtleties of targeted advertising

Pages 233-258 | Published online: 07 Jan 2015

Keep up to date with the latest research on this topic with citation updates for this article.

Read on this site (17)

Dean Charles Hugh Wilkie, Amelie Jay Burgess, Abas Mirzaei & Rebecca M. Dolan. (2023) Inclusivity in Advertising: A Typology Framework for Understanding Consumer Reactions. Journal of Advertising 52:5, pages 721-738.
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Alice Audrezet & Béatrice Parguel. (2023) Unpacking nontarget majority consumers’ responses to modest fashion: how market controversy perpetuates marketplace exclusion. Journal of Marketing Management 39:13-14, pages 1302-1330.
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Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi & Miguel Ángel Zúñiga. (2023) The Impact of Consumers’ Ethnic Disidentification and Cosmopolitanism on Multicultural Advertising. Journal of International Consumer Marketing 35:4, pages 388-403.
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Eunsoo Baek, HeeJung Lee & Ga-Eun (Grace) Oh. (2023) Understanding East Asian consumers’ responses to inclusive beauty products in advertising. International Journal of Advertising 42:5, pages 868-889.
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Kevin D. Thomas, Guillaume D. Johnson & Sonya A. Grier. (2023) Perspectives: race and advertising: conceptualizing a way forward through aesthetics. International Journal of Advertising 42:3, pages 617-637.
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Sujin Kim, Sukki Yoon, Tae Hyun Baek, Yeonshin Kim & Yung Kyun Choi. (2021) Temporal and social scarcities: effects on ad evaluations. International Journal of Advertising 40:7, pages 1115-1134.
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Reto Felix & A. Fuat Fırat. (2019) Brands that ‘sell their soul’: offshoring, brand liquidification and the excluded consumer. Journal of Marketing Management 35:11-12, pages 1080-1099.
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Joseph T. Yun, Utku Pamuksuz & Brittany R. L. Duff. (2019) Are we who we follow? Computationally analyzing human personality and brand following on Twitter. International Journal of Advertising 38:5, pages 776-795.
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Amanda Bridget Mwenda, Miriam Sullivan & Ann Grand. (2019) How do Australian universities market STEM courses in YouTube videos?. Journal of Marketing for Higher Education 29:2, pages 191-208.
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Rana Sobh & Khaled Soltan. (2018) Endorser ethnicity impact on advertising effectiveness: effects of the majority vs. minority status of the target audience. Journal of Marketing Communications 24:6, pages 634-647.
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Robert L. Harrison, Kevin D. Thomas & Samantha N. N. Cross. (2017) Restricted Visions of Multiracial Identity in Advertising. Journal of Advertising 46:4, pages 503-520.
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Ying-Ching Lin, Kai-Yu Wang & Jun-Yi Hsieh. (2017) Creating an effective code-switched ad for monolinguals: the influence of brand origin and foreign language familiarity. International Journal of Advertising 36:4, pages 613-631.
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Anna Rößner, Maren Kämmerer & Martin Eisend. (2017) Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor. International Journal of Advertising 36:1, pages 190-205.
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GuillaumeD. Johnson & SonyaA. Grier. (2012) "What about the Intended Consequences?". Journal of Advertising 41:3, pages 91-106.
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Articles from other publishers (34)

Zhen-Zhen Wang, Zhihua Zhu, Xiaoke Xu & Naipeng Chao. (2023) Beyond the Targeted Customer: Spillover Effect through Social Influence. Journal of Advertising Research 63:3, pages 221-235.
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Kyung-Ah Byun, JungHwa Hong & Kevin William James. (2023) When does a goal-appeal match affect consumer satisfaction? Examining the work and play context. Journal of Business Research 158, pages 113666.
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Jaylan Azer, Thomas Anker, Babak Taheri & Ross Tinsley. (2023) Consumer-Driven racial stigmatization: The moderating role of race in online consumer-to-consumer reviews. Journal of Business Research 157, pages 113567.
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Sydney Chinchanachokchai, Nancy Hanson-Rasmussen & Ronald J. Faber. (2022) Using gay models in mainstream media: an expanded match-up hypothesis perspective. Journal of Consumer Marketing 40:1, pages 102-111.
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Esther Uduehi, Julian Saint Clair, Mitch Hamilton & Americus Reed. (2023) When Diversity Backfires: The Asymmetric Role of Multicultural Marketing on Brand Perception. SSRN Electronic Journal.
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Walid Hejazi. (2022) What subnational analysis could mean for IB research? Evidence for home bias reversals based on catchment area alcohol sales in Ontario. Journal of World Business 57:6, pages 101368.
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Sarah Mady, John B. Ford & Tarek Mady. (2021) Accommodating ethnic minority consumers during service encounters: the fine line. Journal of Services Marketing 36:5, pages 674-690.
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Yiling Li, Boram Do, Sue Ryung Chang & Jeonghye Choi. (2022) The Targeting Effects of Food Advertisements on the Video Platform: Comparing PC and Mobile Devices*. Journal of Channel and Retailing 27:1, pages 59-79.
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Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi & Miguel Ángel Zúñiga. (2021) Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection. Journal of Business Research 137, pages 46-57.
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Tyler Milfeld & Daniel J. Flint. (2020) When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos. Journal of Product & Brand Management 30:4, pages 532-548.
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Isaac Cheah, Min Teah, Sean Lee & Zachary Davies. (2020) Straight eye for the queer ad: attitudes, skepticism, inferences of manipulative intent and willingness to buy. Asia Pacific Journal of Marketing and Logistics 33:5, pages 1220-1238.
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Sonja Martin Poole, Sonya A. Grier, Kevin D. Thomas, Francesca Sobande, Akon E. Ekpo, Lez Trujillo Torres, Lynn A. Addington, Melinda Weekes-Laidlow & Geraldine Rosa Henderson. (2020) Operationalizing Critical Race Theory in the Marketplace. Journal of Public Policy & Marketing 40:2, pages 126-142.
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Steven Shepherd, Tanya L. Chartrand & Gavan J. Fitzsimons. (2021) Sincere, Not Sinful: Political Ideology and the Unique Role of Brand Sincerity in Shaping Heterosexual and LGBTQ Consumers’ Views of LGBTQ Ads. Journal of the Association for Consumer Research 6:2, pages 250-262.
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Mark Forehand, Americus ReedIIII & Julian K. Saint Clair. (2021) Identity interplay: The importance and challenges of consumer research on multiple identities. Consumer Psychology Review 4:1, pages 100-120.
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Boris Bartikowski, Heribert Gierl & Marie-Odile Richard. (2020) Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites. Journal of Business Research 121, pages 420-428.
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Sayaka Osanami Törngren & Sofia Ulver. (2020) Who Is Marketised in Colour-Blind Sweden? Racial and Ethnic Representation in Swedish Commercials 2008–2017. Genealogy 4:4, pages 100.
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Shakaila Forbes-Bell, Aurore C Bardey & Patrick Fagan. (2019) Testing the effect of consumer-model racial congruency on consumer behavior. International Journal of Market Research 62:5, pages 599-614.
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Karina T. Liljedal & Hanna Berg. (2020) Consumer responses to pictures of co-creating consumers in marketing communications. Journal of Consumer Marketing 37:7, pages 775-784.
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Bradley J. Bond & Justine Rapp Farrell. (2020) Does Depicting Gay Couples in Ads Influence Behavioral Intentions?. Journal of Advertising Research 60:2, pages 208-221.
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Lizette Vorster, Eva Kipnis, Gaye Bebek & Catherine Demangeot. (2019) Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing. Journal of Macromarketing 40:1, pages 51-72.
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Susie Khamis. (2019) ‘There’s nothing wrong with the picture’: representations of diversity through cultural branding. Media International Australia 172:1, pages 89-102.
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Catherine Demangeot, Eva Kipnis, Chris Pullig, Samantha N.N. Cross, Julie Emontspool, Cristina Galalae, Sonya A. Grier, Mark S. Rosenbaum & Susy F. Best. (2019) Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action. Journal of Business Research 100, pages 339-353.
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Eva Kipnis, Catherine Demangeot, Chris Pullig & Amanda J. Broderick. (2019) Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets. Journal of Business Research 98, pages 126-141.
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Tana Cristina Licsandru & Charles Chi Cui. (2018) Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research 82, pages 330-339.
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Christopher Brown & Sachi Sekimoto. (2017) Engaging Critical Pedagogy in the Classroom: A Student-Centered Approach to Advertising Education. Journal of Advertising Education 21:2, pages 18-24.
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Emi Moriuchi & Paul R. Jackson. (2017) Role of brand names and product types on bicultural consumers’ purchase intentions. Journal of Consumer Marketing 34:1, pages 53-65.
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K. Pounders & A. Mabry-Flynn. (2016) Consumer Response To Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers' Perceptions. Journal of Advertising Research 56:4, pages 426-440.
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Boris Bartikowski, Besma Taieb & Jean-Louis Chandon. (2016) Targeting without alienating on the Internet: Ethnic minority and majority consumers. Journal of Business Research 69:3, pages 1082-1089.
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Tino G. K. Meitz. 2016. Handbuch Werbeforschung. Handbuch Werbeforschung 713 739 .
Emmanuel Mogaji. (2015) Reflecting a diversified country: a content analysis of newspaper advertisements in Great Britain. Marketing Intelligence & Planning 33:6, pages 908-926.
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Jesús Bermejo Berros & Esther Martínez Pastor. (2013) Effects of ethnic presence in the commercial and public service advertising Perception and attitudes on national non-immigrant population in Spain. Journal of Intercultural Communication 13:3, pages 1-16.
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Eva Kipnis, Amanda J. Broderick, Catherine Demangeot, Natalie Ross Adkins, Nakeisha S. Ferguson, Geraldine Rosa Henderson, Guillaume Johnson, James M. Mandiberg, Rene Dentiste Mueller, Chris Pullig, Abhijit Roy & Miguel Angel Zúñiga. (2013) Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being. Journal of Business Research 66:8, pages 1186-1194.
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Zhihong Gao, Jincan Xu & Joe H. Kim. (2013) The effect of racial cues on the reader's response to advertisements. Asia Pacific Journal of Marketing and Logistics 25:3, pages 510-532.
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Michael Antioco, Joëlle Vanhamme, Anaïk Hardy & Lidwine Bernardin. (2012) On the importance of social integration for minority targeting effectiveness. International Journal of Research in Marketing 29:4, pages 380-389.
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