Representations of race in television commercials: a content analysis of prime-time advertising.: An article from: Journal of Broadcasting & Electronic Media

This digital document is an article from Journal of Broadcasting & Electronic Media, published by Broadcast Education Association on December 1, 2003. The length of the article is 4569 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the author: Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,315 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.

Citation Details
Title: Representations of race in television commercials: a content analysis of prime-time advertising.
Author: Dana E. Mastro
Publication: Journal of Broadcasting & Electronic Media (Refereed)
Date: December 1, 2003
Publisher: Broadcast Education Association
Volume: 47 Issue: 4 Page: 638(10)

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