Citation

Red and Blue, not Black and White: Political Cue and Character Race Dynamics in Advertising

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

A growing body of research indicates white viewers are much more responsive to similarity cues in advertising other than character race. This paper reports findings from a quasi-experiment investigating the effects of political context cues in advertising. The influence of political cues was found to be more impactful than model race on character perceptions and advertising outcomes, suggesting advertisers should be highly mindful of background cues which might signify the political ideology of the character.

Most Common Document Word Stems:

polit (195), cue (181), advertis (170), charact (120), effect (106), white (85), race (84), viewer (56), similar (55), research (44), p (44), attitud (44), model (42), black (42), m (42), ad (41), group (40), ident (39), influenc (36), social (35), journal (34),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p671183_index.html
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MLA Citation:

Hoplamazian, Gregory. and D'Avella, Jacquelyn. "Red and Blue, not Black and White: Political Cue and Character Race Dynamics in Advertising" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p671183_index.html>

APA Citation:

Hoplamazian, G. and D'Avella, J. , 2013-08-08 "Red and Blue, not Black and White: Political Cue and Character Race Dynamics in Advertising" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p671183_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: A growing body of research indicates white viewers are much more responsive to similarity cues in advertising other than character race. This paper reports findings from a quasi-experiment investigating the effects of political context cues in advertising. The influence of political cues was found to be more impactful than model race on character perceptions and advertising outcomes, suggesting advertisers should be highly mindful of background cues which might signify the political ideology of the character.


Similar Titles:
Viewer Responses to Character Race and Social Status in Advertising: Blacks See Color, Whites See Class

The Social Construction of Blackness in History: Exploring Black Identity and Popular Culture in Social Studies Classrooms through Cultural Studies Framework

Effects of Black’s Strength of Ethnic Identity on Consumer Attitudes: A Multiple-Group Model Approach

Expanding Social Identity Theory for Research in Media Effects: Two International Studies and a Theoretical Model


 
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