Response Paper #5: Race, Ethnicity and the Consumer

Human interactions seem to get complicated each day, mainly due to an increase in awareness and a high number of diverse groups that demand to be incorporated into a rather static social community. As such, the basis of how people identify with different social segments is not determined by advertising, but undoubtedly, marketing plays a crucial role in such interaction. One primary source of contradiction on how each community should be treated arises from people living in highly diverse neighborhoods, with people who do not easily tolerate each other. It is due to this lack of inclusivity that makes marketing even more complicated.

Marketing as a tool of connecting people cannot be underrated, considering that it can potentially be used to make or break consumers' emotions. Some ads can be geared to portray one community as inferior while another as having overring power over all aspects, such as...