Racial Stereotypes in Children's Television Commercials

Autor:	Jill K. Maher, Nancy M. Childs, Kenneth C. Herbst, Seth Finn
Rok vydání:	2008
Předmět:	Marketing Product category Television viewing Communication media_common.quotation_subject Food marketing Ethnic group Public policy Proportionality (law) Advertising behavioral disciplines and activities Perception Television programming Psychology Social psychology media_common
Zdroj:	Journal of Advertising Research. 48:80-93
ISSN:	0021-8499
Popis:	In our increasingly diverse society, children are deeply engaged in television viewing and their consumption of television programming varies by ethnicity. Ethnic portrayal in children9s advertising is an important public policy and self-regulatory topic that may influence children9s self-perception and brand perception. This research examines frequency of ethnic representation, as assessed by the proportionality criterion and type of role portrayals by ethnically stereotyped groups in 155 children9s commercials. Results indicate that all diverse ethnicities were underrepresented compared to Caucasians. Ethnic representation is also examined by advertised product category, ethnic interaction, and importance of role portrayed by ethnic characters.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ca51fac44a51195f696192a465a82de8 https://doi.org/10.2501/s0021849908080100 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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