Representations of race in television commercials: A content analysis of prime-time advertising

Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,315 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions.