Given the ever-growing ethnic diversification of consumer markets, advertisers are expected to reflect in their campaigns the range of backgrounds, experiences, and ethnic identities of their target consumers. While the role of ethnic identity and ethnicity in advertising has long been an area of interest for researchers, no attempts have been made to explore the state of extant research on this topic in the past decade. Therefore, this study provides a comprehensive review of advertising research on ethnic identity in the past decade (2013-2023). Through an examination of 24 published articles in leading advertising journals, this chapter provides a detailed account of the state of research on ethnic identity in advertising in terms of the various approaches, theories, methods, and topics researchers employ. This study serves as a basis to identify the existing gaps and suggests directions for future research as well as practical implications for practitioners.
