Unconscious Biases In Advertising

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White Lies Unconscious biases also called implicit biases, are social stereotypes of groups of people, including gender, race, and even age, that are formed without conscious awareness, which makes it far more threatening than conscious prejudice because most of the time people don’t act on their conscious bias. It is known to skew performance and limit who is considered for hiring and promotions because the unknown bias makes decisions in favor of one group over another without being intentional. An advert released by Hewlett-Packard called “Let’s get in touch” shows the challenges of the hiring process from the perspective of African-American applicants ending with the phrase dreadful “We’ll be in touch”. The ad was part of a video series …show more content…

Stretching all the way back to the 1600s, African-Americans first began experiencing oppression by being forced into slavery in the new American colonies and now being still discriminated against almost 400 years later in the form of both conscious and unconscious biases. Studies, including the MIT and University of Chicago study where approximately 5,000 resumes with both “white sounding last names” and “black sounding last names” were sent to over one thousand different ads for jobs in Chicago and Boston, have found that unconscious bias is a very real threat to the workforce by revealing that the resumes with “typically white last names” received 50% more callbacks than “typically black last names”. This advertisement acknowledges that there is bias in the workforce and shows their initiation to preventing it. Although it is just a glimpse of the discrimination that minority groups face, it is a good attempt to bring awareness to these unrecognized issues. This advert brings to life many more issues that are not just occurring in the hiring process but also in leadership roles. When it comes to promotion and …show more content…

Studies confirm that people harbor unconscious bias even when they explicitly believe that prejudice and discrimination are wrong. Unconscious bias permeates the workplace at all levels because we all have prejudices. These biases in the workforce affect not only the careers of many minorities but also their well-being. While searching and applying for jobs, African Americans, as well as other minority groups, have to consider the possibility of discrimination. So do they seek job opportunities deemed “appropriate” for them? These jobs are usually low paying and these dynamics are likely to contribute to persistent racial inequalities in labor market outcomes. HP’s attempt of representing the African American community encourages people to apply for jobs at HP but also makes companies take a second look at their diversity in employees. Their effort to reduce unconscious bias is something others will

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