The Representation of Black People in Advertising: Racism and Stereotypes

Abstract

Often, the media portrays Black people in a stereotypical manner, reinforcing restrictive images that associate them with subaltern or exoticized positions, disregarding their diversity and complexity. This research aims to provide an overview of the representation of Black people in the media through the analysis of advertising imagery. As specific objectives, it sought to examine how advertising pieces reproduce racism and sexism. This was a qualitative study, employing image investigation and bibliographic methods to understand subjective and contextual aspects of the theme, thereby constructing a more comprehensive interpretation of the phenomenon. Based on the analysis of recently published advertisements, it was possible to conclude that racism remains deeply ingrained in social practices, even with the efforts of anti-racist movements. Thus, there is still much room for improvement in our society.