Abstract Increasing crimes against Muslims are evidence that Muslim Americans are being targeted, while political and media rhetoric has aided the rise of Islamophobia. In response, the Council on American-Islamic Relations initiated an advertising campaign to reframe the discourse. Relying on terror management theory as a foundation, this research leverages a sequential mixed-method approach to evaluate and analyze the ads, bringing together concepts of rhetorical articulation of politics, discourse analysis of media-based rhetoric, and complicity theory related to racism to understand contemporary political framing of Islam. A quantitative study determined one’s religious fundamentalism had an effect on the viewer’s attitude toward the ads. This was followed by a qualitative analysis of the ads based on Stern’s approach to advertisement critique. Triangulated results show that the ads reinforce cultural worldviews that frame Muslims as “other” that could entrench existing attitudes toward Muslim Americans. Suggestions are made for future advertising efforts to reframe the discussion.

中文翻译：

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最佳意图失败时：为什么广告在打击伊斯兰恐惧症方面可能不足

摘要针对穆斯林的犯罪不断增加，证明了以穆斯林为美国人的目标，而政治和媒体的言论助长了仇视伊斯兰的情绪。作为回应，美国-伊斯兰关系委员会发起了一场广告运动，以重新组织讨论。该研究以恐怖管理理论为基础，利用顺序混合方法对广告进行评估和分析，将政治修辞学的概念，基于媒体的修辞的话语分析以及与种族主义有关的共谋理论融为一体伊斯兰的当代政治框架。一项定量研究确定，一个人的宗教原教旨主义会影响观看者对广告的态度。接下来是根据斯特恩的广告评论方法对广告进行定性分析。三角化的结果表明，这些广告强化了文化世界观，将穆斯林定性为“其他”，可能巩固对穆斯林美国人的现有态度。为将来的广告工作提出了建议，以重新构架讨论。