This research explores the impact of discriminatory brand advertisements on groups experiencing discrimination, employing the transactional theory of stress and coping. The findings reveal that discriminatory-offensive advertisements induce stress, quantified via galvanic skin response, predominantly in highly discriminated groups. This stress subsequently catalyzes motivational approach tendencies over time, as evidenced by electroencephalogram measurements. The study strongly advises marketers to recognize the negative psychological impact of discriminatory advertisements. It underscores the ethical implications and societal detriment, advocating for policy interventions to curb such advertisements.
