Impact of Racial Attitudes on Consumers' Evaluations of Black Character Advertisements: Does Spokesperson Skin Color Make a Difference?

Autor:	Stevie Watson, Penelope F. DeJong, Jennifer L. Slack
Rok vydání:	2009
Předmět:	Attractiveness Trustworthiness Character (mathematics) integumentary system Communication Skin color Advertising Psychology Social psychology Black female
Zdroj:	Communication Research Reports. 26:91-104
ISSN:	1746-4099 0882-4096
Popis:	This study examined high-prejudice and low-prejudice Whites' responses toward dark-skinned and light-skinned Black female spokespersons in print advertisements. A sample of 263 White students attending a Midwestern university participated in the study. High-prejudice Whites perceived themselves to be less similar to and identified less strongly with dark-skinned Black character ads than did low-prejudice Whites. High-prejudice Whites also evaluated dark-skinned Black character ads less favorably on attractiveness, trustworthiness, and attitudinal measures than did low-prejudice Whites. No differences were reported on the light-skinned Black character advertisement. This article discusses the findings, implications, limitations, and future research directions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d711615f5d29a69afa7e8d0dd6231eb1 https://doi.org/10.1080/08824090902900479 Zobrazit plný text záznamu