COMM 3444 Lecture Notes - Lecture 8: Dominican Republic, Broadcast Network, Boost Mobile
4 Aug 2018
School
Department
Course
Professor
Document Summary
The process of targeting audiences perpetuates stereotypes. Much of the overt stereotyping in advertising is in the past. Advertisers are realizing that a diverse world required diversity in messages, images, and characters. However, there still exist negative depictions of many groups in advertising. Many negative depictions are implicit rather than explicit. Although blacks and other ethnic minorities now appear in more magazine and television advertisements than in previous years: Minorities in subordinate roles entman & rojecki (2000) White characters in commercials were three times more likely to appear in contact with each other or with viewers than blacks. Blacks less likely to appear in the opening and closing scenes of a commercial. Whites has the opportunity to be the rst and last characters speaking far more often than blacks. In integrated commercials whites were more than twice as likely to receive close-ups than blacks.
