Why it matters
Tackling racism in the marketing industry needs a re-examination of every aspect of current practice – and that includes how they make casting decisions in ads. Making improvements in this regard will require a thoroughgoing review of every aspect of the casting process.
- Casting in advertising is a critical element of exposing all viewers to accurate, representative portrayals of various different communities.
- The use of “coded language” – neutral terms that are used to try and disguise prejudice – is common in casting, and must be challenged.
- Marketers work in the business of persuasion, and should...