SXSW 2025
7 stages to Decolonize Advertising & the Creative Industries
Description:
Advertising broadcasts 2 messages, what the client wants the consumer to see and secondary messaging that reflects colonial thinking such as racism, classism, or misogyny. This talk investigates Mexican advertising and deconstructs the creative process to see where issues such as racism can appear. The results reveal a cutting edge 7-stage strategy to remove colonial thinking from the final product eliminating hidden messaging that upset consumers. Participants will gain actionable insights to futureproof their advertising and leave with a framework for designing inclusive messages.
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Takeaways
- Global advertising contains hidden colonial messaging like racism, classism, & misogyny. Deconstructing the creative process reveals these issues
- Mexican ads feature light-skinned models, associating whiteness with wealth & desirability. Darker-skinned people are relegated to lower roles.
- Advertisers must craft inclusive messages that avoid reinforcing stereotypes. This 7-stage strategy helps futureproof ads & decolonises the industry.
Speakers
- Carl W. Jones, Senior Lecturer, University of Westminster
Organizer
Carl W. Jones, Senior Lecturer, University of Westminster
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