ADVERTISING MINORITY REPORT: THE (IN)VISIBILITY OF MINORITIES AND SENSITIVE GROUPS IN ADVERTISING

Abstract

The research focuses on the visibility of minorities and sensitive groups in television advertising in Serbia. Ethnic, sexual minorities, disabled, the elderly and people with large body types were chosen as groups which do not fit the usual representation template in commercial communication. Content analysis of television ads aired in 2023 showed very low visibilities amongst them, while some being practically invisible. Some of these groups carry certain risks in terms of communication backlash and controversy (ethnic, sexual minorities) which could to a certain point explain their exclusion from ads. On the other hand, the invisibility of others, carrying no controversies at all (disabled) only show the fact that they are not seen, as members of society or as consumers. Their societal invisibility drives their media invisibility which makes a kind of perpetuum mobile or a circle that needs to be broken in order to start creating a more inclusive and integrated local community.