Vassar College Digital Library
Access Note

Archive Only - cataloging information entered is public, but attached documents and media may only be viewed by members of the Vassar community in a controlled environment, and copies may not be made without permission. Those interested in viewing this item should email to request access. Upon receipt of a request the Digital Scholarship and Technology Services team will confirm the status of the item being requested and then contact the Special Collections Library who will coordinate access.

Through a historical study of advertising, this project aims to show how the idea of "diversity" is used by corporations to benefit the dominant hegemonic, and ultimately attempt to homogenize the diverse populations that they supposedly are highlighting. Analyzing the growth of the advertising industry and considering socio-political movements, this project traces how advertisers have represented minority populations, and how these representations have changed through the years. Coca-Cola is used as a case study in this project due to its global scope, but more importantly because its ads have been lauded for carrying positive messages. Specific Coca-Cola advertisements from different time periods are used to further illustrate the path through which the idea of using minorities to show diversity was taken. Hopefully this project will serve to complicate the idea of diversity, and help illustrate how representation (specifically, representation controlled by the dominant hegemonic) is not necessarily as beneficial for minorities as often assumed it is.
Degree Name
Department or Program
Document Type
Peer Reviewed
Not Reviewed
Publication Date
Class Year
Repository Collection
Document Type
Access Level