Interviews

Q - I am doing a project about how different cultures/ culture groups are being represented in commercials and advertisements, what do you think of this?

A - "This project seems very interesting to me. Especially in connection with the problems that seem to be occurring in today's society (America: black lives matter, France: muslim lives matter). I also think it would be interesting to know what the makers thought and what they think is necessary to represent a certain culture (e.g. in the forms other than people, such as food, clothing, etc.)"

Q- Do you find it important that all culture groups get attention or a role in commercials or advertisements? And why?

A - "I find it especially important that the advertising represents the truth. You often see that in advertisements a person from every culture has been chosen to create an atmosphere of unity and togetherness that in some cases is not there. I would prefer to actually know what kind of group I will end up in if I participate in something, register for something or apply for something."

Q - Do you think that your cultural group is represented sufficently in commercials or advertisements?

A - "Yes, as a person of Muslim and North African descent you can be represented in many shapes and sizes. Whether that be in the form of men or women with a headscarf, when I see someone who I think I know is of the same origin, I get more of the feeling that it is a possibility that I can belong."

Q - What can Albert Heijn do better in their commercials or advertisement in regards to cultural representation?

A- "Albert Heijn is also one of the companies that then picks someone from every culture and puts that composite group on a poster. But to be honest, those people really do represent Albert Heijn, so I wouldn't change anything about it."

Q - Do you think that Albert Heijn presents the store dynamic in a correct and truthfull way to customers in their commercials and advertisements?

A - "In the store you can find an employee from every culture. The only thing that could be a point is to what extent people from a certain culture are represented in a store. In the Albert Heijn where I work, for example, the balance is now increasing. But a while ago, Dutch employees were clearly underrepresented in our store. I assume that differs per store, but in general it seems to me that the largest percentage of the employees are of Moroccan and Turkish descent in the store I work at."

Q - I am doing a project about how different cultures/ culture groups are being represented in commercials and advertisements, what do you think of this?

A - "I like that you do that, and especially very interesting, because you can have a look at how different cultures are portrayed on social media."

Q- Do you find it important that all culture groups get attention or a role in commercials or advertisements? And why?

A - "I think so, because other people from another culture also know how another's culture works and that they may have more respect for each other and accept each other's standards and values."

Q - Do you think that your cultural group is represented sufficently in commercials or advertisements?

A - "Personally I do not think so, I don't see that my Moroccan culture is really shown to the outside world, which I think is a shame. It's not shown how delicious the Moroccan cuisine is or how cozy we can have it among the Moroccan community, this is what I miss a bit."

Q - What can Albert Heijn do better in their commercials or advertisement in regards to cultural representation?

A - "Representing different cultures, by showing employees with different backgrounds and cultures during the commercials, for example."

Q - Do you think that Albert Heijn presents the store dynamic in a correct and truthfull way to customers in their commercials and advertisements?

A - "I think that is better than expected, because there is always room for improvement."