Abstract

Diversity in advertising research refers to the portrayal of people with distinct attributes in advertising, while inclusion refers to the valuation of their presence and perspectives in advertising. The most commonly investigated diversity attributes in advertising research are gender, ethnicity, sexual orientation, and age. Extant research indicates a mis- and underrepresentation of certain groups in society but shows that diverse and inclusive advertising can have favorable brand and social effects. Future research should include other diversity attributes (e.g., disabilities, gender identity, and religion), consider multiple diversity attributes and intersectionality, and include an advertiser perspective to understand why advertising sometimes is neither diverse nor inclusive.

摘要

广告研究中的多样性是指在广告中描绘具有不同属性的人，而包容性是指对他们在广告中的存在和观点的评价。广告研究中最常调查的多样性属性是性别、种族、性取向和年龄。现有研究表明，社会中某些群体的代表性存​​在错误和不足，但表明多样化和包容性的广告可以产生有利的品牌和社会影响。未来的研究应包括其他多样性属性（例如，残疾、性别认同和宗教），考虑多种多样性属性和交叉性，并包括广告商的角度来理解为什么广告有时既不多样化也不包容。