The article Racial Stereotypes in Children’s Television Commercials goes into much analysis on the marketing effect that advertisements have in regards to the use of ethnic groups as major roles, amount of interaction and appearance rate. This research was conducted and presented due to children’s susceptibility of trusting what is seen on television as reality. The article wanted to further advance some previous studies done on the subject and relate them to the national and local population percentage of ethnic groups that should be represented in advertising to children but in fact isn’t.
The study was piloted by 4 professors of varying backgrounds and expertise. First, Jill K. Maher, Ph.D., is currently a professor of marketing at Robert Morris University. She has taught a variety of classes at MRU and other respectable universities for the past 18 years. Her expertise as seen by the long list of publications she has presented is very expansive but focuses on advertising to children consumers. Next to contribute to the article was, Dr. Kenneth C. Herbst who is an Associate Professor of Marketing at Wake Forest University. His expertise to the subject consists of branding and trust effects in advertising in addition to affect and cognition in consumer decision making which all directly relate to the consequences described in the article. Third to donate was Nancy M. Childs, Ph.D. a food marketing professor at Saint Joseph’s University. Her discipline focuses on the food industry but extends to the obesity challenge including marketing to children and has huge list of publications and even extends advice to the White House. Lastly, Seth Finn, a communication professor at Robert Morris University. Obtaining a Ph.D. from Stanford University, his expertise focuses on communication and information systems.
The publication that this research was presented in was the Journal of Advertising Research (JAR). This speaks a lot to the reason this article was published as the goal of the journal is to advance marketing professional’s knowledge and provide the research behind many new ideas and benefits to the field of communication and media. The audience as stated by JAR is marketing specialists of all levels and branches of the field.
Since the aim of the article was merely to educate others, and had an approach to the subject that was undoubtedly accurate, there weren’t any direct responses. However, quite a few other respectable publications have used the research represented in this article to further other studies. The authors don't have any motivation as professors other than to educate which sheds more positive light on the article. Overall this article should be regarded as a provocative subject that provides marketers with a factual baseline to further advance marketing techniques and increase effectiveness.
Maher, J.K., Herbst, K.C., Childs, N.M., & Finn, S. (2008). Racial stereotypes in children’s television commercials. Journal of Advertising Research, 48(1), pp. 80-93.
(2013). About JAR. Journal of Advertising Research. Retrieved from http://www.journalofadvertisingresearch.com/About/About.asp
All personal background obtained from professor profiles on the school websites