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The representation of African Americ...

Abraham, Amita Anne.

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The representation of African Americans in television commercials.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The representation of African Americans in television commercials./
作者:	Abraham, Amita Anne.
面頁冊數:	108 p.
附註:	Source: Masters Abstracts International, Volume: 40-04, page: 0808.
Contained By:	Masters Abstracts International40-04.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1407280
ISBN:	0493474587

The representation of African Americans in television commercials.
Abraham, Amita Anne.

The representation of African Americans in television commercials. - 108 p.

Source: Masters Abstracts International, Volume: 40-04, page: 0808.

Thesis (M.S.)--San Jose State University, 2001.

This paper focused on the nature of the images and interracial relationships portrayed by African American models in prime-time television commercials on the channels ABC, NBC, CBS, FOX, WB, and UPN and in the Clio award-winning commercials for the years 1995 through 2000. The subject position theory, the concepts of narration and noise, and the social learning theory together with the literature reviewed that discussed the kinds of African American stereotypes that have persisted in advertising, helped establish an appropriate coding structure for analyzing and interpreting the commercials.

ISBN: 0493474587Subjects--Topical Terms:

1017395
Mass Communications.

The representation of African Americans in television commercials.
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502 $a Thesis (M.S.)--San Jose State University, 2001.
520 $a This paper focused on the nature of the images and interracial relationships portrayed by African American models in prime-time television commercials on the channels ABC, NBC, CBS, FOX, WB, and UPN and in the Clio award-winning commercials for the years 1995 through 2000. The subject position theory, the concepts of narration and noise, and the social learning theory together with the literature reviewed that discussed the kinds of African American stereotypes that have persisted in advertising, helped establish an appropriate coding structure for analyzing and interpreting the commercials.
520 $a The results of the study showed that although the percentages of African Americans in television commercials approaches their percentages in the United States' population, the tendency to distance African Americans from home environments and the persistence of the dominant white ideology of white adult male superiority in commercials raises concern over the types of advertising messages being put out to a broad audience and the kinds of commercials that are considered worth emulating by the advertising industry.
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