TY - JOUR
T1 - Differences in the Portrayal of Blacks: A Content Analysis of General Media versus Culturally-targeted Commercials
AU - Elliott, Michael T.
N1 - The present study investigates the portrayal of blacks in television commercials through a comparative content analysis of the general media ("Big 3" networks) and a culturally-specific medium, Black Entertainment Television (BET). Results show that the culturally-specific medium aired commercials containing blacks at approximately twice the rate of the general television media.
PY - 1995/1/3
Y1 - 1995/1/3
N2 - The present study investigates the portrayal of blacks in television commercials through a comparative content analysis of the general media (“Big 3” networks) and a culturally-specific medium, Black Entertainment Television (BET). Results show that the culturally-specific medium aired commercials containing blacks at approximately twice the rate of the general television media. Compared to the general media, blacks appearing in the culturally-specific medium were shown in more entertainment-oriented product commercials and less in business products commercials, tended to be shown in fewer integrated settings, were featured in major roles, and were depicted more in leisure/social situations. In addition, the practice of ethnic targeting was more evident in the culturally-specific medium especially for lower value products.
AB - The present study investigates the portrayal of blacks in television commercials through a comparative content analysis of the general media (“Big 3” networks) and a culturally-specific medium, Black Entertainment Television (BET). Results show that the culturally-specific medium aired commercials containing blacks at approximately twice the rate of the general television media. Compared to the general media, blacks appearing in the culturally-specific medium were shown in more entertainment-oriented product commercials and less in business products commercials, tended to be shown in fewer integrated settings, were featured in major roles, and were depicted more in leisure/social situations. In addition, the practice of ethnic targeting was more evident in the culturally-specific medium especially for lower value products.
UR - http://www.tandfonline.com/doi/abs/10.1080/10641734.1995.10505027
U2 - 10.1080/10641734.1995.10505027
DO - 10.1080/10641734.1995.10505027
M3 - Article
VL - 17
JO - Journal of current issues and research in advertising
JF - Journal of current issues and research in advertising
ER -