International Journal of Research and Innovation in Social Science (IJRISS) - 2025 : Selling Diversity: The Politics of Representation in Global Advertising

Huzali, Herdzawani Hadifah (2025) International Journal of Research and Innovation in Social Science (IJRISS) - 2025 : Selling Diversity: The Politics of Representation in Global Advertising. International Journal of Research and Innovation in Social Science (IJRISS), 9 (12). pp. 393-404. ISSN 2454-6186

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Abstract

This study examines the racial and cultural implications of Thailand’s 2013 Dunkin’ Donuts "Charcoal Donut" advertisement using Fairclough’s Three-Dimensional Critical Discourse Analysis (CDA). It investigates how race and identity are visually represented and how these representations reinforce or challenge dominant social ideologies. The findings show that although the advertisement uses inclusive language, it reinforces colourism and traditional Thai beauty standards. Audience reactions varied across cultures, with some perceiving the advertisement as creative while others viewed it as racist due to its resemblance to blackface. The study concludes that multicultural narratives in global advertising are selectively adapted to local contexts and emphasizes the need for culturally sensitive and ethical representation in international marketing.

Item Type:	Article
Uncontrolled Keywords:	Critical discourse analysis; Representation of race; Colorism; Global advertising; Thainess ideology; Media ideology and identity
Subjects:	H Social Sciences > HF Commerce
Divisions:	Institute of Graduate Studies (IGS)
Depositing User:	LIBRARY2 UPTM
Date Deposited:	06 Aug 2026 08:40
Last Modified:	06 Aug 2026 08:40
URI:	http://eprints.uptm.edu.my/id/eprint/5953

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