Advertising, consumption and ethnicity

The perceptions and preferences of people of African descent in Portugal

Authors

Abstract

This study examines the role of ethnic representation in advertising aimed at people of African descent in Portugal and its effects on purchase intention. With this aim, and grounded on bibliographical research on these areas, we adopted a quantitative methodology (based on a survey). We analysed the relationships among four dimensions. The results we obtained support our initial hypotheses. A higher degree of ethnic identification is positively associated with a preference for ethnically targeted advertising. It also affects their perception of brands that use such strategies. It is also more likely that they will display intention of purchasing ethnic or culturally inspired products. The study confirms that these variables are interconnected. Although some methodological limitations and the exploratory nature of the research have to be acknowledged, the results we obtained point out that the use of inclusive advertising strategies are able to promote engagement and brand affinity within this consumer segment. Therefore, it is necessary to undertake further research in Portugal, where we still lack empirical studies on this subject.

Author Biographies

Ana Rita Branco, Universidade Fernando Pessoa

Ana Rita Blanco holds a Master’s degree in Communication Sciences, specialising in Public Relations, Advertising and Marketing (University Fernando Pessoa). She also has a degree in Law and a postgraduate qualification in Communication and Political Consultancy, which provides her with a multidisciplinary academic background that combines analytical rigour with refined communication skills and an integrated strategic vision. Professionally, she has experience at X23 – The Innovation Bakery, a research institute based in Milan and an active participant in projects funded by the European Union, where she worked as a Communication Specialist; at Atlantis – Shadowing, where she supports the coordination of shadowing programmes in initiatives carried out in Portugal and Spain; and at Terracota Capital, a consultancy and mediation ecosystem, where she currently works as Marketing, Communication and Sales Coordinator. These experiences have strengthened her adaptability, leadership skills, and focus on promoting projects with significant impact and recognition. She is also a student evaluator at the Agency for Assessment and Accreditation of Higher Education (A3ES), collaborating in the analysis and quality assurance of higher education in Portugal.

Elsa Simões , Universidade Fernando Pessoa, LabCom (UBI)

Elsa Simões holds a PhD in Linguistics (Discourse Analysis/Advertising Discourse) (University of Lancaster, UK), an MA in English and North American Studies (University of Porto) and a BA in French and English Studies (University of Porto). She is an Associate Professor with Habilitation (agregação) in Communication Sciences at the Faculty of Human and Social Sciences at the University Fernando Pessoa (Porto, Portugal), where she has been teaching since 1992. Her research areas include discourse analysis (media discourse), applied linguistics, pragmatics, English studies, British and American literature, inter-semiotic translation (mainly in advertising) and media literary arts. She has published books, chapters, and articles in advertising discourse and is an active reviewer for several SCOPUS-indexed international journals.

Paulo Ramos, Universidade Lusíada, UCP Braga, COMEGI & CBQF

PhD in Business Sciences, FEP-UP; MSc in Marketing & Product Management, Cranfield University, UK; BA in International Relations, University of Minho. Assistant Professor at Universidade Lusíada and Visiting Professor at the Portuguese Catholic University. Researcher at CBQF/UCP-ESB and COMEGI, Universidade Lusíada. Visiting Professor at the following institutions: ISM (Germany), ULBRA (Brazil), FC-UP, ISA – University of Lisbon, and IPVC. Member of the Editorial Board of the Journal of Organizational Studies and Innovation. Recipient of the “Best Short Communication in Economy and Law” Award at the XXIV OIV World Congress (2011). Former evaluator and consultant for CCDRN. Contributor to national and international projects, including: AWBR Research Study: Wine Consumption during Covid-19 (2020–21; ModelMeat: Support Model for the Competitiveness of Extensive Animal Production Stakeholders, CBQF ESB-UCP; CVRDão (2019–20): Action Plan for the Dão Wine Region, Measure 8 of the AGRIS Programme (2006); AESBUC (2003): Study of the Portuguese Wine Consumer, ESB-UCP (2006).

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Published

2026-05-31

Issue

No. 42 (2026): Estudos em Comunicação

Section

Artigos

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