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| Author: | Maher, J.K. (et al.) |
| Title: | Racial stereotypes in children's television commercials |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 80-93 |
| Index terms: | advertising television advertising children ethnic groups |
| Freeterms: | stereotypes |
| Language: | eng |
| Abstract: | Children's television commercials pass on role stereotypes, which can influence young viewers' understanding about the reality. This study reviews the ethnic roles and their importance and frequency in 155 children's commercials. The analyzed advertisements highlighted popular ethnic stereotypes. The Caucasians characters are well represented in the commercials whereas other ethnic groups are in minority. |
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