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Journal of International Marketing and Marketing Research
2026, Volume 4, Issue 2 : 1-8
Research Article
Representation of Minorities in Global Advertising Campaigns
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 ,
1
Department of Global Media Studies, University of Melbourne, Australia
2
School of International Marketing & Cultural Studies, Indian Institute of Business Research, India
3
Centre for Inclusive Communication and Digital Society, Tsinghua University, China
Abstract

Global advertising has increasingly prioritized minority representation to enhance inclusivity, promote cultural equity, and connect with diverse consumer identities. However, representation varies in authenticity, depth, and intent, often influenced by cultural politics, corporate branding strategy, and audience demographics. This study analyzes trends in minority portrayals across North America, Europe, Asia, and the Middle East, identifying how brands balance localization with global identity while addressing ethical concerns. Using symbolic representation theory, cultural identity frameworks, and hypothetical survey data, this paper evaluates the effectiveness of inclusive branding, backlash risks, tokenism patterns, and long-term socio-cultural impact. Findings indicate that authentic representation—rooted in community engagement and narrative depth—improves trust, loyalty, and brand legitimacy more than surface-level visibility

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