Multicultural advertising as a tool to social integration of immigrants in Spain

Abstract

This article proposes the discussion of the representation of immigrants from different cultures and races in advertising in Spain as a tool of social integration and improvement of the autochthonous self-esteem towards Spain, as it is their home. Through a mixed research including qualitative interviews, focus group and quantitative survey, this study analyzed the perception of presence and frequency of non-Spaniard people and raise the discussion of the necessity of their inclusion in campaigns. This study enabled the creation of a spot over diversity as a practical exercise of inclusion of different people in advertising developed and starred by teenagers of second generation of immigrants. The conclusion pointed an expressive perception of the necessity of including immigrants in advertising and also raised a reflection over the topic among the interviews and thus will do for future readers.