Date of Award
Spring 5-2000
Document Type
Thesis
Degree Name
Honors College Theses
Department
Mass Communication
First Advisor
Dr. Cleo Allen
Second Advisor
Dr. Joyce W. O'Rourke
Third Advisor
Dr. Beverly Wade
Abstract
This paper is a qualitative and quantitative study of minority representation in commercial advertisement on Black Entertainment Television and Music Television. A content analysis of 200 commercials airing June 21, 1999, through July 2, 1999, between 4:00 5:00p.m. revealed that as the target audience changes, so does commercial type, the frequency of minority appearance and the role of the minority commercial. For the purpose of content analysis, individuals in each commercial were coded by ethnicity. Each commercial was classified by type and placed in one of ten categories. Differences in factors such as commercial type and commercial frequency were used as indicators of change in target audience. This analysis discusses as well as the differences observed in the portrayal on minorities in the commercial sample.
Recommended Citation
Harris, Shomari M., "Black Entertainment Television and Music Television : a comparative study of minority portrayal in television commercials and their societal implications" (2000). Electronic Dissertations and Theses. 50.
https://digitalcommons.subr.edu/dissertations_theses/50