oa Communicare : Journal for Communication Sciences in Southern Africa - An inquiry into inferior and superior role portrayals in multi-racial television advertisements

Volume 7, Issue 2
  • ISSN : 0259-0069



This study is an analysis of black and white respondents' reactions to interior 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 types of studies in the United States indicated a somewhat stereotyped and partly inferior role portrayal of blacks in advertising.

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