In this article we develop a comprehensive understanding of diverse representation in advertising. While numerous studies highlight increasing demand for diversity among some consumers, such enthusiasm is not universal. This is creating challenges for brands, some of which have faced backlash, either due to a perceived lack of authenticity in their diversity efforts or because not all consumer groups value diversity equally. Amidst these challenges, technological advancements, such as data-driven decision-making and generative AI, present both new opportunities and risks. The current literature on diverse representation in advertising, although expansive, is relatively siloed. Through a detailed eight-step process, we assess and synthesize the body of literature on diversity representation, reviewing 337 articles spanning research on age, beauty, body size, gender, LGBTQIA+ , physical and mental ability, and race and ethnicity. Our investigation offers two major contributions: a summarization of insights from the broader literature on these seven key areas of diverse representation and development of an integrated conceptual framework. Our conceptual framework details mechanisms, moderators, and outcomes that are either prevalent across the literature or can be reasonably expected to generalize across other forms of diversity. This framework not only offers a holistic perspective for academics and industry professionals but also exposes potential future research avenues.

在本文中，我们对广告中的多元化表现有了全面的了解。尽管大量研究强调一些消费者对多样性的需求不断增加，但这种热情并不普遍。这给品牌带来了挑战，其中一些品牌面临强烈反对，要么是因为他们的多元化努力缺乏真实性，要么是因为并非所有消费者群体都同等重视多元化。在这些挑战中，数据驱动决策和生成人工智能等技术进步既带来了新的机遇，也带来了新的风险。当前关于广告多元化表现的文献虽然广泛，但相对孤立。通过详细的八步流程，我们评估和综合了有关多样性表征的文献，回顾了 337 篇文章，涵盖年龄、美貌、体型、性别、LGBTQIA+、身体和心理能力以及种族和民族的研究。我们的调查提供了两个主要贡献：从更广泛的文献中总结关于这七个不同代表性关键领域的见解以及综合概念框架的发展。我们的概念框架详细说明了机制、调节因素和结果，这些机制、调节因素和结果要么在文献中普遍存在，要么可以合理地预期在其他形式的多样性中推广。该框架不仅为学术界和行业专业人士提供了整体视角，而且还揭示了未来潜在的研究途径。