Publication Date

12-1-1997

Degree Program

Department of Sociology

Degree Type

Master of Arts

Abstract

The purpose of this study was to analyze African American portrayals in televised advertisements over a sixday period in November 1995. A total of 799 advertisements were analyzed, including 205 that depicted at least one African American actor. Content analysis was used to describe the following, with respect to African American actors: age, gender, day and time of portrayal, occupational role, and products and services advertised. Comparisons were also made between frequencies of actors of different races and amount of time these actors appeared. When compared with previous studies of African American television portrayals, many improvements were observed as well as some setbacks, with respect to images of African American actors.

Disciplines

Advertising and Promotion Management | Race and Ethnicity | Sociology

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