Is there an alternative ethnic PR suitable for France?

Here are the different types of ethnic PR and Marketing:

The ethnic icon: it’s the oldest and the most stereotyped; it’s the other’s presence in the advertising’s sphere. It’s been almost 150 years that Black, Oriental, Asian or Jewish people are used as symbols in order to claim the merits of an authentic product (Banania, Uncle Ben’s, Vahine…)

The heroic icon: it’s represented by real people who are perfect examples of a successful integration, like Zidane, Ronaldo, Dessailly… They are not only “part of the decorum”, but actively promoting the message.

The multicultural communication: it’s the “politically correct” trend; it’s giving life, in created images, to a reflection of the society where we are talking in (Orange, Benetton…)

The strict ethnic Marketing: it’s the one that makes the debate today in France; however, it’s less depreciatory than the ethnic icon, which, in most of cases, makes the other appear inferior, in a pure colonialist and racist tradition. It’s also less depreciatory than the multicultural communication which most often uses the other as a part of the decorum, and not as a real actor. This 4th trend concern most often products with an ethnic target (Mecca-Cola, kasher and halal products, specific phone cards for the 3 Maghreb countries…)

Source:
RESIS, Reseau d’information Strategique pour les Entreprises,
in Altema, le journal des tendances de la consommation, Dossier, Avril 2004.
(RESIS, Strategic Information Network for Companies,
In Altema, the consumption trends magazine, Feature, April 2004)

From the USA to France

This summary is not available. Please click here to view the post.

Ethnic PR: the French viewpoint

France is the first country of immigration in Europe; its particularity is to have the 3 Asian, African and Oriental communities. But curiously, it’s taboo to talk about ethnic PR and ethnic Marketing in France.
Indeed, this type of communication would go against the “integration model” of the French Republic: the country considers that all French people equally share one nationality, and shouldn’t be differentiated according to their ethnic origins, religions etc. However, ethnic PR and Marketing slowly start to appear in France…
What is ethnic PR?
It’s to consider that there is today a parallel market to the grand public market, which is a communities market. It’s to accept the existence of a society made by multiple communities, with their own consumption modes, lifestyles, languages, ways of dressing up, leisure… It’s to acknowledge that each ethnic group has its way of consuming, and so communicate to them according to their desires and needs.
Stakes
Ethnic minorities represent in France 12 to 14 millions of people, so more than 20% of French population, according to crossed statistic data, as official national statistics about the topic are forbidden. It’s a very interesting purchasing power that we maybe shouldn’t neglect. There is a true demand from minorities that is not exploited by brands. There is a market and a need, so the natural temptation to answer them…

Source:
RESIS, Reseau d’information Strategique pour les Entreprises,
in Altema, le journal des tendances de la consommation, Dossier, Avril 2004.
(RESIS, Strategic Information Network for Companies,
In Altema, the consumption trends magazine, Feature, April 2004)