Roundtable on Race and Brand Mascots

Authors

Kevin D. Thomas, Marquette UniversityFollow
Christopher Boulton, University of Tampa
Jason P. Chambers, University of Illinois
Judy Foster Davis, Eastern Michigan UniversityFollow
Marcel Rosa-Salas, University of Illinois
Wan-Hsiu Sunny Tsai, University of Miami

Document Type

Article

Publication Date

Fall 2020

Publisher

Advertising Educational Foundation

Source Publication

Advertising & Society Quarterly

Source ISSN

1534-7311

Original Item ID

DOI: 10.1353/asr.2021.0010

Abstract

A panel of academics came together in late July 2020 to discuss the use of race in brand mascots. In this roundtable, participants discuss many topics: an overview of many changes in racialized brand mascots in the summer of 2020, the historical roots of racialized brand mascots, how ads normalize racial stereotypes, the origin and impact of Frito Bandito, whether recent rebranding efforts are a sign of lasting change, the role of the advertising industry in creating a more just society, the importance of preserving racist imagery, consumer responses to rebranding efforts, the need for systemic change in diversity and inclusion in agencies, problems with unconscious bias training, the importance of thinking internationally when looking at race and brand mascots, and teaching about race and brand mascots.

Comments

Advertising & Society Quarterly, Vol. 21, No. 3 (Fall 2020). DOI.

Recommended Citation

Thomas, Kevin D.; Boulton, Christopher; Chambers, Jason P.; Davis, Judy Foster; Rosa-Salas, Marcel; and Tsai, Wan-Hsiu Sunny, "Roundtable on Race and Brand Mascots" (2020). College of Communication Faculty Research and Publications. 567.
https://epublications.marquette.edu/comm_fac/567