The Color of Their Collar: Effects of Social Status Portrayal in Advertising on Self-Esteem

Abstract

The social identity framework suggests that exposure to high-status ingroup or low-status outgroup portrayals enhances self-esteem through positive ingroup distinctiveness. In this study, the effects of racial group portrayals in print advertisements on Blacks’ and Whites’ self-esteem and advertising responses were investigated in an experiment. A series of mock ads were pretested and developed manipulating character race (Black, White) and social status (high-status, low-status), resulting in four conditions. Blacks higher in ethnic identity reported enhanced self-esteem when exposed to lower-status White characters (negative outgroup portrayal), whereas Blacks lower in ethnic identity reported enhanced self-esteem when exposed to higher-status Black characters (positive ingroup portrayal). Advertising outcome measures (attitude toward the ad, purchase intentions) also revealed that level of ethnic identity moderates responses by Black subjects. White subjects reported lower self-esteem after exposure to lower-status Black characters. White participant responses suggest Blacks are not viewed as a competing outgroup, whereas Black participant responses indicate Blacks do not respond to race or social status in advertising uniformly, but rather their level of ethnic identity moderates self-esteem and attitudinal responses to ingroup and outgroup portrayals.