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Racial Stereotypes in Children's Ads

This document discusses research on racial stereotypes in children's television commercials. It begins with an introduction noting that children are heavily exposed to TV and how their portrayals can influence self-perception. The background section outlines debates around advertising effects on children and their vulnerability. A literature review shows minority underrepresentation historically and some recent improvements but continued issues. The study hypothesizes about proportional and stereotypical representation. It finds disproportionate and sometimes stereotypical portrayals of ethnic groups and a lack of solo minority characters. The conclusion is that representation does not match the studied city's demographics.

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3 views11 pages

Racial Stereotypes in Children's Ads

This document discusses research on racial stereotypes in children's television commercials. It begins with an introduction noting that children are heavily exposed to TV and how their portrayals can influence self-perception. The background section outlines debates around advertising effects on children and their vulnerability. A literature review shows minority underrepresentation historically and some recent improvements but continued issues. The study hypothesizes about proportional and stereotypical representation. It finds disproportionate and sometimes stereotypical portrayals of ethnic groups and a lack of solo minority characters. The conclusion is that representation does not match the studied city's demographics.

Uploaded by

anumanum
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

RESEARCH:2

RACIAL STREOTYPES IN CHILDERN’s


TELEVISION COMMERCIALS
INTRODUCTION
Children are deeply engaged in television viewing
and their consumption of television programing
varies by ethnicity.
Ethnic portrayal in children’s advertising I s an
important public policy and self regulatory topic
influence children’s self perception and brand
perception.
Research examines frequency of ethnic
representation.
BACKGROUND
 For decades there has been extensive debate about the
effects of advertising on childern.
CARU ,established by the NARU,states thatadvertisres have
special responsibilty to protect childrens from their own
suscepitibilites.
Children are vulnerable and may assume that the world is the
way that it appears on television
Race and advertising exposure is currently an important topic
in public policy
Childrens view 20,000-40,000 television commercials per year
.According to report more than half of all childern watch tv
seven days a week.
Children represent a large,lucrative and growing market to
advertisers.
Theoretical Framework
Banudura’s(1997) contends that human functioning
is the product of personal,behavioral and
enviromental influences.
Childern more often identify with and aspire to be
like,media characters of their own race.
Television is a major leraning mechanism for
childern.
Childern may be particularly vulnerable to racial and
ethnic stereotypes presented in television advertising.
Childern thoughts and beliefs regarding ethnic minorities
are influensee on television,both programming and
advertising
Literature Review.
Minority Representation in Children TV adds:
 1960:minority representation was absent in
children’s advertising.
Result from these studies African american
characters were almostly totally non exisitent.
Recently,50 percent of children advertising on a
cable sample used caucasion characters.
More than one-third of the sample showed mixed
racial representation.
Hypothesis
Is the proportion of children's television
commercials portraying African Americans,
hispanics, causcasians, and Asians equal to the
proportion of these groups present in the
population(national and local)?
Are ethnic characters portaryed in advertisements
for products that support/do not support ethnic
stereotpye in children’s television advertising?
Do ethnic characters interact with advertising
characters in a that supports/does not support ethnic
sterotype in childrens television advertising?
Minority roles in television advertising:the piositive and negative stereotypes

Right or wrong,undoubtedly there exist racial


sterotypes.
Beliefs about african americans can be quote
negative.
Survey of 1,200 Americans revealed that mericans
sterotypes of african americans are that thaey are un
intelligent,lazy.
Keliner found that Hispanics are also the victims of
negative stereotypes as they are seen as illegal
immigrants,lazy and are engaged in criminal activites.
Caucassians and Asians are often casr as positive
characters.
Advertised Product Category
African Americans found in advertisements for
snack food products..
Caucasian were not found to be associated with any
particular product category.
ETHNIC INTERACTION
African americas appeared by themselves in only
1percent of the advertisements.
Hispanics and Asians never solely appeard by
themselves in 47.5 percent.
Method
Content anaylsis was used to examine sample of
advertisements.
Current Samples of Childern commercials was
taped from four television
works(ABC,CBS,NBC<FOX),cable channel
(nickelodeon).
CONCLUSION
Frequency of ethnic representation in children
television advertising is not proportional to the
ethnic representation in the major metropolitian city
in which the advertyisement appear.
Specifically Hispanics,and Asians are
underrepresented as compared to the local
market,while cauasians are overrepresented..

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