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With social media, the entire scene changed. It prompted companies to shift from delivering monologues to engaging in conversation, transforming the relationship between brand and buyer.
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Cheerios didn’t realize what they were getting themselves into when they first featured an interracial family to promote the heart-healthy cereal during the summer of 2013. The racist backlash to the ad was so intense that Cheerios disabled the comments section on their YouTube channel — offering the public a glimpse into the prejudice mixed race families have to contend with, and sparking a national conversation.
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When advertising focuses on empowering and accepting groups that are less relatable or less accepted, there is both greater risk, and greater reward.
Social acceptance and inclusion of ‘new’ groups is a slow, and often painful process. But this is where the battle for brand identity and consumer loyalty can actually play a positive role in the process. |
media_assignment_1.docx | |
File Size: | 95 kb |
File Type: | docx |
bias_in_the_media_rubric.docx | |
File Size: | 83 kb |
File Type: | docx |