Monday, October 28, 2013

Week 9, Research Report 6, Chris Picazo

Racial Stereotypes in Children’s Television Commercials

            The topic of the effects of advertising on children has been long debated for decades now.  Professors Jill K. Maher, Kenneth C. Herbst, Nancy M. Childs, and Seth Finn discuss the ethnic portrayal displayed in children’s advertising.  In their article “Racial Stereotypes in Children’s Television Commercials,” they discuss the things that are viewed by children may influence their perception of themselves and brand recognition.  Through research, the professors examined the ethics of advertising towards children and discovered unethical practices. 
            The authors of the article each possess a credible background of knowledge that makes the article more credible than others.  Professor Jill K. Maher received her B.S. from Slippery Rock University, her M.B.A from Ashland University, and her Ph.D. from Kent State University and she is currently an associate professor of marketing in the school of business at Robert Morris University.  Her research includes marketing to children and her works have been published in many advertising and marketing journals.
            Professor Kenneth C. Herbst is an M.A. and Ph.D. graduate from the University of North Carolina at Chapel Hill and earned his B.A. at Wake Forest University.  He is the assistant professor of marketing in the Babcock Graduate School of Management at Wake Forest University.  His areas of research include trust effects in advertising and social and environmental issues associated with purchase.  His scholarly articles have been published in many magazines and journals including the Journal of Marketing Management, International Journal of Advertising, etc. (
            Nancy M. Childs received her B.S. from Duke University, her Masters from California Institute of Technology, and her Ph.D. from Century University.  She is the professor of food marketing in the Haub School of Business at Saint Joseph’s University.  She has been published in the Journal of Public Policy, Journal of Business Research, etc.
            Seth Finn received his Ph.D. from Stanford University and is the professor of communications in the School of Communications and Information Systems at Robert Morris University. His research includes unethical use of digital technology.
            The professors use their background knowledge and research to reach the conclusion that advertisements aimed at children tend to lack the representation of minorities.  It was also found that certain ethnic groups including African Americans and Hispanics are victims of negative stereotypes, whereas, Caucasians and Asians are displayed in a positive light.  Children from different ethnicities were surveyed to see how many hours of TV are watched to see much of these negative ethics are displayed.  The article reveals the practices taken by advertisers to influence the perception of children on brand recognition, but it is mentioned the practices may unethical because of how diverse the population is.
            The article appeared in March 2008 of Journal of Advertising Research, which is a magazine that specializes in research and development to all professionals in all areas marketing.  The journal is published quarterly and its membership represents more than 325 organizations of advertising, research firms, educational institutes, etc.  Their goal is to provide new ideas and solutions to all areas of marketing and they have been doing this since 1936.  No information could be found on responses to the article.

            Overall, the professors are credible in their fields and research and the journal only publishes information it finds important for advertising agencies and institutes to know about it.  Any reader can be confident that the information being presented is credible and that no bias is presented in the article.

No comments:

Post a Comment