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The representation of African Americ...

Abraham, Amita Anne.

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The representation of African Americans in television commercials.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The representation of African Americans in television commercials./
Author:	Abraham, Amita Anne.
Description:	108 p.
Notes:	Source: Masters Abstracts International, Volume: 40-04, page: 0808.
Contained By:	Masters Abstracts International40-04.
Subject:	Mass Communications. -
Online resource:	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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100 1 $a Abraham, Amita Anne. $3 1900677
245 1 4 $a The representation of African Americans in television commercials.
300 $a 108 p.
500 $a Source: Masters Abstracts International, Volume: 40-04, page: 0808.
500 $a Adviser: Cecelia Baldwin.
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.
590 $a School code: 6265.
650 4 $a Mass Communications. $3 1017395
650 4 $a Black Studies. $3 1017673
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0708
690 $a 0325
690 $a 0338
710 2 0 $a San Jose State University. $3 1020800
773 0 $t Masters Abstracts International $g 40-04.
790 1 0 $a Baldwin, Cecelia, $e advisor
790 $a 6265
791 $a M.S.
792 $a 2001
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1407280