Representação social de indivíduos Afro-descendentes em propagandas: Proposta de um modelo explicativo do fenômeno

It can be noticed that both on Brazilian and international business academic literature there is a considerable amount of researches addressing the effects and consequences of marketing practices upon society in general and on ethnic minorities in particular. Nevertheless, it can also be noticed that there is a lack of explanatory models of this phenomenon. Therefore, the present study aims to propose an explanatory model of the mechanisms and constructs regarding the phenomenon of under-representation of afro-descendant individuals on pieces of advertisements. For this purpose, the study has made use of the theoretical framework comprised of Theory of Stigma, Theory of Established and Outsiders and Social Representation Theory. Additionally, it has also been used the concepts of Whitening Ideology and the Myth of Racial Democracy. Among the main results revealed by the model, it can be noticed the fact that the attribution meaning process by society regarding afro-descendant individuals portrayals on ads plays the role of sustaining their dominant values and beliefs. Consequently, those values and beliefs become reinforced and continuously spread by social representations conveyed by advertisements