Conceptualizing Multicultural Advertising Effects in the “New” South Africa

Johnson, Guillaume D.; Elliott, Roger; Grier, Sonya A.

doi:10.1080/08911762.2010.487420

Cited by 17 publications

(6 citation statements)

References 82 publications

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“…The results of the trials developed in this research experience highlight the importance of cultural aspects when developing marketing activities (Petersen et al, 2015). It is also known that multicultural advertising and CSR processes are effective (Johnson et al, 2010). More, multi-ethnic marketing communications can affect customers' feelings of social inclusion (Licsandru & Cui, 2018).…”

Section: Resultsmentioning

confidence: 69%

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Inclusivity and corporate social responsibility in marketing

Carvalho

Nogueira

Martins

2023

Innovative Marketing

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Inclusivity and corporate social responsibility (CSR) in a community where ethnic diversity and conflict are very low compared to other countries still need to be researched more. This study aims to analyze university students’ awareness of inclusivity and CSR in marketing teaching using a pretest-posttest control group design. Both experimental (n = 138) and control (n = 140) groups are homogeneous regarding nationality, ethnicity, and age. The experimental group was subject to specific training on inclusive products, marketing communication, and CSR, which allowed testing of their perceptions and the training’s effectiveness. The first trial showed that the change in the experimental group was 8%, against 2.5% in the control group. The second trial demonstrated that the change in the experimental group was 30.4%, noting inclusive reasons, and, in the control group, only 6.4%. The third trial found a positive evolution in the experimental group, with more than 8.3% of students choosing the CSR company, and a negative evolution in the control group of –5.6%. These differences were not statistically significant within both groups but significant when comparing the two groups. The results of this study highlight that this homogeneous population does not think about those issues when analyzing businesses, products, or marketing communication. However, when people are submitted to specific training, they become aware and change their perceptions accordingly to what was expected. Thus, one concludes that education for inclusivity and CSR should be part of students’ training, independently of the homogeneity of the social and human environment. AcknowledgmentThe authors would like to thank their students at Universidade Portucalense for accepting that their school tests were used to design and publish this paper.

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Section: Resultsmentioning

confidence: 69%

“…The students confirmed that they are more attentive to these topics after the training. The increase in the number of students who considered product design and multicultural advertising as inclusive (Johnson et al, 2010;Perkins et al, 2000) was significant.…”

Section: Resultsmentioning

confidence: 99%

Inclusivity and corporate social responsibility in marketing

Carvalho

Nogueira

Martins

2023

Innovative Marketing

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“…Responding to practitioners' calls for a better understanding of the factors that determine the success or failure of nudity advertising (Gallop 2015;Burnie 2020), model ethnicity, and its cultural acceptance proved to be important factors. While advertisers might attempt to reach a broader and more diverse audience through the inclusion of models from different ethnical backgrounds (Johnson, Elliott, and Grier 2010), the results of our study indicate that model ethnicity matters and that culture-congruent models displayed in a potentially offensive way might yield unfavorable effects in some cultures. Our results indicate a clear preference for non-Asian models in China and for Western models in Austria when the models are displayed in a potentially offensive way.…”

Section: Discussionmentioning

confidence: 68%

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Terlutter

Diehl

Koinig

et al. 2021

Journal of Advertising

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Based on culture identity theory and schema theory, we investigate how model ethnicity influences the perception and effectiveness of potentially offensive nudity advertising in Asia and Western Europe. Study 1 with 5,193 ad evaluations by 1,731 subjects from two countries shows that the overall perceived offensiveness in nudity advertising was higher in Asia (China) than in Western Europe (Austria). While previous research indicates that sameethnicity endorsers are typically favorable for advertising outcomes, our study demonstrates that same-ethnicity endorsers in nudity advertising led to a higher perceived offensiveness and more negative advertising outcomes in Asia, as compared to endorsers of other ethnicities. In Western Europe, in contrast, same-ethnicity endorsers led to a lower perceived offensiveness and more positive advertising outcomes. A follow-up experiment with 373 subjects validated the results. We suggest a model of multi-ethnic offensive nudity advertising effects that is tested with structural equation modeling. Our findings have implications for international advertising theory and international advertising practice.

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“…According to the literature and our findings, this marketing strategy is most frequently employed in SA and predominantly aligns with the foundation stage. Johnson, Elliot, and Grier (2010) link the success of multicultural marketing strategies in RN to Allport’s (1954) Intergroup Contact Theory, that posits continued contact with other cultural groups reduces intergroup prejudice and reluctance to engage (Wessendorf 2014). That is, while intercultural interactions’ portrayal is predominantly staged and limited to nationally-significant occasions, the very fact of their portrayal legitimizes superdiversity and the intercultural relations it entails.…”

Section: Discussion: Towards Brokering Conviviality and Welfare – Entmentioning

confidence: 99%

“…Problematically, the few studies addressing this gap have not explicitly considered how post-colonial contexts might limit the applicability of theories developed in western contexts, leaving open the questions of these theories’ context-sensitivity and subsequent potential impact on nation-building (Sheth 2011; Whetten 2009). Some have predominantly situated both theoretical and empirical aspects of inquiries in non-colonial (Demangeot et al 2019; Visconti 2008) or industrialized (Cross and Gilly 2017; Thomas, Price, and Schau 2012) contexts; others have transferred the theories developed in these contexts to underpin inquiries in post-colonial contexts (Johnson, Elliot, and Grier 2010; Johnson and Grier 2011; Olivotti 2016). Because research stemming from emerging contexts can provide insights into how marketing shapes diverse societies for theory and social policy development to pursue “inclusive growth, sustainability and purpose” (Sheth 2011, p. 179), SA represents a particularly apt post-colonial context to study the role of marketing in brokering intercultural relations.…”

Section: Literature Backgroundmentioning

confidence: 99%

Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

Vorster

Kipnis

Bebek

et al. 2019

Journal of Macromarketing

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This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze South African advertising campaigns to determine how marketing brokers intercultural relations by legitimizing social meanings conveyed through nation-building ideologies and consumers’ lived experiences. We examine whether marketing outputs align with stages of Rainbow Nation-building strategies and types of consumers’ lived experiences of South Africa’s superdiversity. We then derive a conceptualization of intercultural marketing, which we characterize as an approach focused on brokering meanings of convivial intercultural engagement and collective development of societal welfare goals. We contribute to macromarketing theory, directing attention to the important brokering role marketing has, in bridging conceptions of reconciliatory social development held by public policy makers and by societies’ populations. By conceptualizing intercultural marketing, its goals and tools, we contribute to multiculturally-sensitive marketing research and practice advancement.

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Conceptualizing Multicultural Advertising Effects in the “New” South Africa

Cited by 17 publications

References 82 publications

Inclusivity and corporate social responsibility in marketing

Inclusivity and corporate social responsibility in marketing

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

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