Television Commercials and the Management of Spoiled Identity.

Y

5

Advertising; Black Stereotypes; Cultural Images; Mass Media; Minority Groups; Racial Identification; Self Concept; Social Values; Television Commercials; Visual Perception

This paper investigates visible stigmas which make people unacceptable in terms of societal values. Many of these values are presented in television commercials. A content analysis of commercials shows that about 26% of them are stigma-oriented but they are not especially directed toward minority audiences. (VM)

1988

EJ360224