Internal Diversity in Advertising
Marketing “Won” Team
CharLee Bethje, Alex Chang-Lin, Papandeep Brar, Payton Johnson, Braden Hammond
Annotated Bibliography
Diversity in advertising is important because not many people in our culture can escape advertising. If there is a lack of representation in the advertisements people see, it could alienate entire groups of individuals.
Barbara Czarnecka, Ross Brennan, Serap Keles. (2018) Cultural Meaning, Advertising, and National Culture: A Four-Country Study. Journal of Global Marketing 31:1, pages 4-17.
Most advertising companies do not look into having cultural knowledge and international research teams. It is important that research teams are composed of people from different national backgrounds. It says in the article “the bilingual/ bicultural research tam creates an opportunity for dialogue among professional peers who are experts both in the subject matter and the culture being studied.” These teams are good for more than just research they can contribute to the design and interpretation that will appeal to different cultures. This article directly relates to our topic by giving us a glimpse into the culture of advertising teams. It is important that we know what aspects of advertising need diversity the most to create more diverse advertisements.
Brubaker, Matt. (May 2019). Multicultural Marketing: The key to reaching a diverse community. Parks & Recreation. Vol. 54 Issue 5, pg48-49.
This article shows the drastic changes have been made or could still be made to reach more
diverse community and using communication and your own experiences to grow your company and using your background and culture to be relatable with other people. As the population grows in the United States, more diverse community and cultures are starting to emerge and that could be used as a benefit for the advertisers to use more diverse ideas to be able to reach the audience not just a single group of people. All ages, gender, and culture are the key to a successful way of relating to your audience.
Cristea Sanda Ligia. (2015). Advertising Message Customisation/Standardisation And Corporate And Consumer Culture. Romanian Journal of English Studies, 12(1), 50-57.
Multinational advertising companies standardize their advertising campaigns because they want to create and maintain a constant image and identity throughout the world. Seguinot mentions that “age and lifestyle may be more important than national culture.” It is important that companies that promote their products worldwide should adopt the policy of the polycentric and the regiocentric. Polycentric is when a company customizes and adapt their advertising campaigns to the consumer in each country. Regiocentric adapts its advertising campaigns for the target consumer who lives in each region. This directly relates to our topic because it gives us an idea of why companies are not creating diverse advertisements. Companies care more about having a cohesive brand than appealing to different cultures/ people. This article also gives us an idea of different methods that a company can adapt to create its advertising campaign. These rage from having a constant advertising campaign across different cultures to creating different advertising campaigns depending on the group they are advertising to.
Hunt, S. D., Chonko, L. B., & Wood, V. R. (1987). ADVERTISING EDUCATION AND ‘ SUCCESSFUL ADVERTISING CAREERS: ARE THEY RELATED? Journal of Advertising Research. Retrieved from http://120.114.52.240/~T093000279/repository/fetch/advertisig English – class material 11.pdf
This Journal gives crucial insight to the relation of education in the world of advertisement and
the successful careers of those in the field. This article is from 1987, so it would be quite interesting to see a related article from more recent years to compare the ideas of what success in the advertising world meant during two very different periods of time.
Jang, S., Polzer, J. T., Satterstrom, P., Tadmor, C.T. (2012). Beyond Individual Creativity: The Superadditive Benefits of Multicultural Experience for Collective Creativity in Culturally Diverse Teams. Sage Journals. https://journals-sagepub-com.ezproxy.library.wwu.edu/doi/10.1177/0022022111435259
This article explores the creative benefits of having a culturally diverse team and tries to explain why. This article is peer reviewed and co-authored and comes from a trusted source. It doesn’t seem to exhibit any biases apart from their hypothesis that multicultural teams have an additive benefit to the creativity of a team. The article contains many other sources to back their claims that may be worth investigating as well. The article is relevant to our blog because we are discussing diversity in marketing teams and the results thereafter.
Popescu, A.-D., Sirbu, R., Suciu, S., & Draghici, A. (2014). Cultural Diversity and Competences in Project Teams. Proceedings of the European Conference on Management, Leadership & Governance, 497–505. Retrieved from http://search.ebscohost.com.ezproxy.library.wwu.edu/login.aspx?direct=true&db=bth&AN=99239886&site=ehost-live
This article explores the role of the manager in effectively manage and adapt in a multi-culturally diverse environment. This is an article from the 2014 Proceedings of the European Conference on Management, Leadership & Governance. The article describes a study focused on intercultural competencies, communication style, and emotional intelligence with subjects from 5 nationalities. We can consider several facets of diversity as a topic, race and gender are usually at the forefront, but cultural diversity is also a potential focus.
Stanciu, Adrian. (2017). Stereotype-based faultlines and out-group derogation in diverse teams: The moderating roles of task stereotypicality and need for cognition. EBSCO. http://web.b.ebscohost.com.ezproxy.library.wwu.edu/ehost/detail/detail?vid=0&sid=803bf9de-590a-4012-886a-4735249e70ed%40sessionmgr101&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=122409031&db=bth
Explains the ways a diverse team can be harmful to the ones in it. The author argues that differences in teammates can cause gaps and inefficiency if there are present stereotypes and “faultlines.” This article is peer reviewed and from the Journal of Social Psychology. The biases are limited to the initial topic. The article has images and graphics to better emphasize the points. The article contains many other sources within it. This article poses an argument that could be against our ideas and it would offer another perspective.
York, Emily Bryson, Neff, Jack. (2009). Brands prepare for a more diverse ‘general market’, Advertising age. Vol 80, Issue 40. http://web.a.ebscohost.com/ehost/detail/detail?vid=9&sid=649b1fa6-c6ab-41d4-90ba-520c58476c3b%40sdc-v-sessmgr02&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=45670242
This article talks about how advertising has changed throughout the years with bringing types of ways to get the attention of consumers, it may be the countless times science and craft has been used to get the attention of people. This article is from year 2009 and shows the way many things related to advertising are making a change. It also examines the major effects of changing U.S demographics on having diversity, multiculturalism and that showing into the field of advertising. From having these changes over the years many companies have made changes to their advertising, and the strategies they use to attract the community. Using tactics which would bring in more ethnic minorities and just be able to not have only one type of audience but a more diverse group of people.