Section 310
Research Report
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.
Works Cited
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
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