Title: Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising
Abstract: Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions.
Publication Year: 2003
Publication Date: 2003-12-01
Language: en
Type: article
Indexed In: ['crossref']
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Cited By Count: 189
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