The role of blacks in magazine and television advertising
Ferguson, Richard D.
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Two studies of the mass media were conducted to investigate the roles of Blacks in magazine and television advertising. Study I was a longitudinal study of 6266 pictorial advertisements in five categories of general magazines. Study II was a descriptive study of one week of 705 commercial network television advertisements. In both studies, the amount of exposure and status relationships of Blacks were studied vis-a-vis their White counterparts. Results showed a marked tendency toward all-white characters in both magazines and television with some indication that status for Blacks is increasingly that of an "equal".
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