Using Self-Referencing to Explain the Effectiveness of Ethnic Minority Models in Advertising

Christina Kwai-Choi Lee,
Nalini Fernandez
and
Brett A.S. Martin
University 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).