Abstract
Beyond its business importance, advertising plays an important sociocultural role by serving as a vehicle for disseminating values, attitudes, stereotypes and ideologies such as racism, but there is still a lack of studies integrating publicity and racism. This exploratory study investigates the evolution of Afro-descendant representativeness in print advertising through a Systematic Review of Literature (SRL) between 2001 and 2015. In the results, a modest volume of annual research output was found, 3.7 per year, with 85 % of empirical articles using qualitative methods (92.7%) in addition to the quantitative ones (7.3%) reveals: 1) 85% of them insists in a continuous numerical underrepresentation (average presence of 7% in advertisements), although they represent 53.1% of the population; 2) unanimity regarding the continuous use of flagrant and subtle stereotypes that lead to a disguised and naturalized advertising segregation even after the Estatuto da Igualdade Racial. The main problems and challenges are discussed and recommendations designed to guide future studies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
