Minorities in Children's Television Commercials: New, Improved, and Stereotyped

Abstract

Mass media is one means by which consumers learn how to behave as consumers. Consumers’ beliefs about minorities as consumers are also influenced by mass media, and the impact is likely highest among young children. A content analysis of 813 commercials in children's television programming reveals that while Caucasians continue to be the predominant models in terms of numbers and in the types of roles they play, the numerical representation of minorities, especially Blacks, has improved. However, the study found that minorities are more likely than Caucasians to have minor roles and to be portrayed in certain product categories, settings, and relationships. Societal impacts and implications for minority consumers are discussed.