Targeting without alienating: multicultural advertising and the subtleties of targeted advertising
Guillaume D. Johnson
University of Witwatersrand
Sonya A. Grier
American University
Introduction
Nations worldwide are experiencing a rising multiculturalisation. In countries such as the UK, US and Canada, a complex and multidimensional market has replaced the ‘average consumer’, where minorities are the new majority (Jamal 2003; Johnson 2009; Statistics Canada 2010). This growing diversity has had important political, social and economic impact on these countries. Specifically, minority groups’ size growth has been accompanied by a growth in spending power that has significantly encouraged advertisers to use cultural group membership...