Using Self-Referencing to Explain the Effectiveness of Ethnic Minority Models in Advertising
Christina Kwai-Choi Lee,Nalini Fernandezand Brett A.S. MartinUniversity of Auckland Business School, New Zealand
Introduction
Society is faced with two dramatic and opposing forces. First, there is the advancement in world communication and transportation which has given rise to a global economy, potentially moving people towards a homogenised identity. However, there is an opposing force to this one-world identity, as groups become more aware of their self or group identity on the basis of their ethnic background (Costa & Bamossy 1995).
In terms of...