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The Depiction of African American Children's Activities in Television Commercials: An Assessment

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Abstract

This study involved a content analysis of the degree of portrayal and the favoribility of portrayal of African American children, as they were cast in various roles. It was hypothesized that these children would be less frequently and less positively portrayed in scholarly than in other roles and that scholarly depiction would vary among product classes. The research results did not support the first two but did support the third hypothesis. Various implications of the findings were drawn.

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Authors and Affiliations

  1. Department of Marketing,College of Business Administration and Economics, New Mexico State University, Las Cruces, NM, 88003, U.S.A.

    Robin T. Peterson

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  1. Robin T. Peterson
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Peterson, R.T. The Depiction of African American Children's Activities in Television Commercials: An Assessment. Journal of Business Ethics 36, 303–313 (2002). https://doi.org/10.1023/A:1014457216029

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