Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

Race and Ideology: African-American Images in Television Advertising

Julia M. Bristor, Renée Gravois Lee and Michelle R. Hunt
Journal of Public Policy & Marketing
Vol. 14, No. 1 (Spring, 1995), pp. 48-59
Stable URL: http://www.jstor.org/stable/30000378
Page Count: 12
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Race and Ideology: African-American Images in Television Advertising
Preview not available

Abstract

Although the numerical representation of African-Americans in contemporary television advertising has improved in recent years, the authors' analysis illustrates how the potentially positive effects of including more African-Americans in advertisements are often mitigated by subtle racist elements that suggest African-American inferiority. Using an interpretive approach, the authors cast the problem within a framework of racism as ideology, that is, the dominant white ideology pervading the advertising industry. Their discussion of six themes identified in their analysis of prime-time television commercials serves to highlight problematic images of African-Americans that continue to persist in contemporary advertising. In the spirit of self-regulation, the authors suggest actions that the advertising industry can take to present more positive and varied portrayals of minority populations.

Page Thumbnails

  • Thumbnail: Page 
48
    48
  • Thumbnail: Page 
49
    49
  • Thumbnail: Page 
50
    50
  • Thumbnail: Page 
51
    51
  • Thumbnail: Page 
52
    52
  • Thumbnail: Page 
53
    53
  • Thumbnail: Page 
54
    54
  • Thumbnail: Page 
55
    55
  • Thumbnail: Page 
56
    56
  • Thumbnail: Page 
57
    57
  • Thumbnail: Page 
58
    58
  • Thumbnail: Page 
59
    59