Examining the Ad Industry’s Race and Ethnicity Problem: Application and Extension of Co-Cultural Theory

Abstract

Historically, White people have been overrepresented in the advertising industry, making them the dominant group. Through in-depth interviews with twenty-five co-cultural advertising professionals living in the United States, we examined how minorities working in the advertising industry employ various communication practices while engaging with White dominant group members. Using co-cultural theory, we were able to identify situations of assimilation-based practices, accommodation-based practices, and separation-based practices. Further, we identified four new communication practices, extending previous research. Implications are discussed.