A black woman seeks to switch internet operators and decides to browse a magazine to see the advertised brands. The chance that this consumer will find someone who looks like her is slim: only 4% of the people portrayed in advertisements for these services have their profile.
The same would happen with a black man looking for a new model of cell phone since, in this advertising, black men make up only 6% of those represented in the advertising.
Whites still account for the majority of those portrayed in the advertising of printed media, according to a study carried out by Gemaa (Affirmative Action Study Group) from UERJ and obtained by Folha, which analyzed the diversity in the ads for the last 30 years.
The researchers compared the advertisements published in the magazine with the largest national circulation in the period, Veja, between 1987 and 2017.
The result shows that, although they are the majority in the population, with 55.8% of Brazilians, according to the IBGE, blacks, and browns are still underrepresented as consumers of products.
Translated by Kiratiana Freelon