REPRESENTATION, ROLES, AND OCCUPATIONAL-STATUS OF BLACK MODELS IN TELEVISION ADVERTISEMENTS

This study updates information on the representation, roles, and occupational portrayal of African-Americans in television advertisements. A content analysis of ten prime time television shows revealed that black representation in television ads exceeded the percentage distribution of blacks in the population in 1991. The percentage of ads showing blacks in major roles has remained relatively stable over time. However, a black model's level of product interaction was found to be a function of the value of the product, with lower valued products having higher black model-product interaction than higher valued products. This study also compared black portrayal and representation on ''typical'' versus ''black-oriented'' television shows. The results indicate that ''black-oriented'' shows had a greater percentage of all black ads, ads with blacks in major roles, and ads depicting blacks in skilled occupational categories compared to ''typical'' shows.