Beyond Color: Embracing Diversity in Advertising Imagery
Colorism is defined as prejudicial or preferential treatment of same-race people based solely on their color. In advertising, often, lighter skin tones or bi-racial lighter skin are selected over darker skin tones. That said, very little research has examined how expression impacts colorist bias. More research is needed to study the impact of smiling countenance on varying skin tones to bust certain myths in the industry.
Deepak Varma (Kantar) will talk about a collaboration with the University of Colorado Boulder to explore how Black American models’ skin luminance and facial expressions (smiles) influence "implicit” emotional and explicit attitudinal reactions to DEI & advertising across different demography – Black American, Whites, and other groups. He will explain how neuroscience techniques show that audiences with diverse backgrounds respond favorably to advertising featuring ethnically diverse models.
What the audience can learn:
• The effect of luminance and smiles of Black American models in static advertising
• Implicit reactions and explicit attitudes toward diversity explained
• Practical knowledge on creating inclusive ad campaigns
Register now »
Colorism is defined as prejudicial or preferential treatment of same-race people based solely on their color. In advertising, often, lighter skin tones or bi-racial lighter skin are selected over darker skin tones. That said, very little research has examined how expression impacts colorist bias. More research is needed to study the impact of smiling countenance on varying skin tones to bust certain myths in the industry.
Deepak Varma (Kantar) will talk about a collaboration with the University of Colorado Boulder to explore how Black American models’ skin luminance and facial expressions (smiles) influence "implicit” emotional and explicit attitudinal reactions to DEI & advertising across different demography – Black American, Whites, and other groups. He will explain how neuroscience techniques show that audiences with diverse backgrounds respond favorably to advertising featuring ethnically diverse models.
What the audience can learn:
• The effect of luminance and smiles of Black American models in static advertising
• Implicit reactions and explicit attitudes toward diversity explained
• Practical knowledge on creating inclusive ad campaigns
Register now »