The Effect of Ad Model Ethnicity on Advertising

Abstract

Development of communication and transportation technology has customized the appearance of multicultural marketing environments. The condition causes changes in advertising practices as one of the disciplines that have long been used in promotional practices. In many countries with a multiethnic population, advertising practices based on the melting-pot theory began to be questioned. Some research started to answer the doubts of theoretical assumptions of the melting-pot theory on the situation of multicultural marketing. Among them is the research conducted by Christina Kwai-Choi Lee and his friends with a multi-ethnic social background of New Zealand. This research, referring to that research, tests the model developed by Lee and his friends, by taking a multi-ethnic social background in Indonesia. This research focuses on the use of ad models ethnicity in advertising and usesexperimental laboratory method with 2x2 between-subject factorial design. The factors that are manipulated are ad models ethnicity (Chinese ad model versus Javanese ad model) and product ethnicity category (Chinese ethnic product versus Javanese ethnic product). Participants used are 160 female students from SMA Steladuce 1 Yogyakarta. The result shows that the presence of Chinese ethnicity in the predominantly Javanese environment leads to individuals from Chinese ethnicity become more sensitive to referencing themselves to an advertisement with Chinese models (H-1). Furthermore, an individual's self-referencing to the advertisement with a model that fits with an individual's ethnicity might affect individual attitude in advertising (H-2a, H-2b, H-2c). This study indicates that the Javanese product can moderate self-referencing of individual consumers to an advertisement that uses a model from Chinese ethnicity (H-3a and H-3b

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