Viewpoint: Use and Abuse of Cultural Elements in Multicultural Advertising

This article discusses the use of cultural elements in advertising aimed at minority segments. While the evidence suggests that this sort of advertising can help marketers get their message across, it also appears that either misuse or overuse can negatively affect consumers' perceptions of brands.

Viewpoint: Use and Abuse of Cultural Elements in Multicultural Advertising

David BurgosMillward Brown

The use of cultural elements in advertising targeted to minority segments can help get the message through - but it certainly does not guarantee success. Furthermore, the misuse or overuse of this type of tool can be counterproductive and negatively affect consumers' perceptions of brands. First and foremost, advertisers must ensure that their multicultural advertising is easy to understand and engaging, generates the desired associations with brands, and motivates consumers to take some sort of action - just as they do when developing their...

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