‘Ghosting’ Whites… Expecially White Men From TV Commercials Backfires
Bart and Pauwels hypothesize that the desire of brands to include more Black actors into their ads had potentially backfired. Consumers watching the ads more carefully regarded them as not authentic and genuine but rather motivated by the perceived change in sociopolitical agenda and context.
“Under such increased scrutiny of the TV ads, the impact of racial diversity on consumer purchase intention is less likely to be positive,” the study concluded, “because consumers are more likely to perceive the brand advertisement as an inauthentic, performative or disingenuous attempt to capitalize on public attention to racial inequality.”
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