Decentering the Global North: A Review of Decolonial Advertising Practices and Research Paradigms

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Abstract: This essay summarizes recent academic research calling for the decolonization of advertising theory and practice, with a particular focus on the Global South. It examines advertising's historical complicity in colonial projects and its ongoing role in perpetuating Western cultural and economic hegemony, often marginalizing Indigenous knowledge and local realities. Critiques from Global South scholars highlight the urgent need to dismantle Eurocentric biases and address the cultural impacts of global advertising flows. We explore how alternative research paradigms, notably critical realism, can aid the decolonial process by enabling deeper analysis of underlying power structures and colonial mechanisms. We also present real-world examples of decolonial advertising practices, such as Indigenous-led health campaigns and antiracist advertising activism, while also acknowledging the challenge of "decolonial-washing" where decolonial language is co-opted by corporate interests. Ultimately, the research advocates for a fundamental shift towards a more equitable, culturally sensitive, and pluriversal advertising future, emphasizing the need for changes in research, pedagogy, and industry practices to achieve genuine transformation.