An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements
This study is an analysis of black and white respondents' reactions to inferior and superior role portrayals In South African multi-racial television advertisements. The study was contracted with 116 white students from the UOFS and 116 black students from the UFH. General results of similar t...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2097 |
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| author | De la Rey Van der Waldt |
| author_facet | De la Rey Van der Waldt |
| author_sort | De la Rey Van der Waldt |
| collection | DOAJ |
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This study is an analysis of black and white respondents' reactions to inferior and superior role portrayals In South African multi-racial television advertisements. The study was contracted with 116 white students from the UOFS and 116 black students from the UFH. General results of similar type of studies in the United States indicated a somewhat stereotyped and partly inferior role portrayal of blacks in advertising.
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| format | Article |
| id | doaj-art-1a013637891741bca936509823f07e5a |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-1a013637891741bca936509823f07e5a2025-01-20T08:43:34ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-017210.36615/jcsa.v7i2.2097An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television AdvertisementsDe la Rey Van der Waldt0University of Fort Hare This study is an analysis of black and white respondents' reactions to inferior and superior role portrayals In South African multi-racial television advertisements. The study was contracted with 116 white students from the UOFS and 116 black students from the UFH. General results of similar type of studies in the United States indicated a somewhat stereotyped and partly inferior role portrayal of blacks in advertising. https://journals.uj.ac.za/index.php/jcsa/article/view/2097UFHinferior and superior role portrayalsmulti-racial television advertisementsUOFS |
| spellingShingle | De la Rey Van der Waldt An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements Communicare UFH inferior and superior role portrayals multi-racial television advertisements UOFS |
| title | An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements |
| title_full | An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements |
| title_fullStr | An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements |
| title_full_unstemmed | An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements |
| title_short | An Inquiry into Inferior and Superior Role Portrayals in Multi-racial Television Advertisements |
| title_sort | inquiry into inferior and superior role portrayals in multi racial television advertisements |
| topic | UFH inferior and superior role portrayals multi-racial television advertisements UOFS |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2097 |
| work_keys_str_mv | AT delareyvanderwaldt aninquiryintoinferiorandsuperiorroleportrayalsinmultiracialtelevisionadvertisements AT delareyvanderwaldt inquiryintoinferiorandsuperiorroleportrayalsinmultiracialtelevisionadvertisements |