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Advertisers need to work harder to talk to ethnic audience.(Brief Article)
Advertisers are failing to connect with ethnic audiences because they are stereotyped in commercials, according to research published this week.
While diversity in TV advertising has increased, with 13 per cent of actors being of a non-white origin, the portrayal of black and ethnic groups tends not to take into account the diversity of ethnic minority groups and too often shows black or Asian characters in non-dominant roles alongside white characters.
The research, from Media-edge:cia, also highlighted that some groups, especially Asians, take a more upfront approach to advertising and want a clear idea what product an ad is trying to sell and ...
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