Abstract
This essay is based upon the responses of thirty‐four respondents to a selection of clothing advertisements. A cross cultural sample of males and females was used to look at the relationship of ethnicity to personal identity as it was encountered through the reading of these advertisements. The discourse of color and race tended to be used more frequently in these “encounters” than that of ethnicity. This analysis outlines the dominance of the discourse of color and its relationship to the visual text.
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