Open Access Article Intercultural Communication

Effects of ethnic presence in the commercial and public service advertising Perception and attitudes on national non-immigrant population in Spain

Jesús Bermejo Berros (1) , Esther Martínez Pastor (2)
1. University of Valladolid and Universtity Rey Juan Carlos. Spain
2. University of Valladolid and Universtity Rey Juan Carlos. Spain
https://doi.org/10.36923/jicc.v13i3.660

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Issue
Vol. 13 No. 3 (2013)
Submitted
2011 June 18
Published
2013 November 30
Keywords:
    Immigration, ethnic minority, commercial advertising, public service advertising (PSA), perception, attitudes
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Abstract

The aim of this research is to ascertain whether the presence of people from different ethnic backgrounds in commercials and institutional advertising influences the attitudes of native receptors, helping to change the level of persuasion of the advertising message based on the source. This study carried out an experiment by selecting two ads in press - one from a commercial campaign and one from a public service campaign - and creating four versions of the two approaches by introducing different ethnic sources (Spanish, Latin American, North African and sub-Saharan). These were shown to 124 young native Spanish people, to understand their perception of and attitude towards them. The results show that there is a differential perception of the ads based on whether these are commercial or public service in nature. We also found a differential attitude toward the ad, depending on which source of which ethnicity appears as a character.

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Authors

Jesús Bermejo Berros
(Primary Contact)
Esther Martínez Pastor
Author Biographies

Jesús Bermejo Berros

Professor of Advertising Psychology, Director of LipsiMedia (Laboratory of Advertisement Research and Psychology of Media. University of Valladolid). University of Valladolid.

Esther Martínez Pastor

Senior Lecture of Introduction to Advertising, Public Relation and Audiovisual Comunication. Universtity Rey Juan Carlos. Spain

Berros, J. B., & Pastor, E. M. (2013). Effects of ethnic presence in the commercial and public service advertising Perception and attitudes on national non-immigrant population in Spain. Journal of Intercultural Communication, 13(3), 1-16. https://doi.org/10.36923/jicc.v13i3.660
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Berros, J. B., & Pastor, E. M. (2013). Effects of ethnic presence in the commercial and public service advertising Perception and attitudes on national non-immigrant population in Spain. Journal of Intercultural Communication, 13(3), 1-16. https://doi.org/10.36923/jicc.v13i3.660