Racial/Ethnic Stereotypes in t
Social prejudices or programmed depictions of groups in a society have long pervaded and shaped social ethos, but it is through this awareness, that cultural humanity is able to dismantle and set aside such associations. In an attempt to understand and determine what social targeting of ad based television may be occurring in present day society, a primetime television show was analyzed for the possible content of stereotypically-aimed ads. For this exercise, a television show depicting the minority group of African Americans was randomly chosen. The show was "Sanford and Son", airing at 7 pm on Monday night, on channel 44. If a discussion of stereotypes in advertising is to create any sort of insight, though, a defined portrait of what the common stereotype is for the African American culture must first be presented as a foundation.Some of the more common depictions of African Americans involve individuals or families with a low income, wherein they are usually purchasing low cost items, have difficulty finding or maintaining a job, or patronize low cost services and agencies. Furthermore, there is usually a strong implication of poor schooling resulting in a diminished intelligence, as well as a predilection towards crimin
Therefore, a careful dissection of the advertising associated with a program directed towards a minority group should reveal aspects contrary to stereotypical assumptions. The vacation ad, however, was somewhat suspect in itself, in that the family was trying to be economical, and would have easily perpetuated a negative economic stereotype if the family had been African American. The commercial described a mother trying to feed her family on a "tight" budget using an inexpensive baking product, but this could just as easily be seen as a prudent mother looking for a good meal. It will be demonstrated, however, that such is not the case, and rather, the majority of program-based advertising in this analysis did little to improve the stereotypical depictions of a minority, if not in fact, increasing them. The commercials during the second break, though, seemed to both use and disregard ethnic stereotyping. These two commercials seemed to entrench the stereotype of African Americans having economic troubles, as well as a reliance upon a government agency. The second commercial did not depict any African Americans, but continued with the concept of an affordable medical plan using an elderly white woman. It has become apparent then, that instead of using the stereotypical portrayal of African Americans directly, the omission of such a group in lieu of the stereotypically affluent white majority was no better in creating an atmosphere of equality. The implications for this tendency of overemphasis of a minority group during a related minority program, while still casting the minority in a stereotypical portrayal or absence, supports the argument of ongoing stereotypical behavior. A bread commercial with a white woman talking about grains did little to advance or hinder any group, and an acid reflux commercial seemed to imply that the same disease can affect all people regardless of ethnicity or credo. Furthermore, luxury commercials involving a trip to Disney Land and a state-of-the-art steam cleaner involved only white individuals. The commercials prior to the start of the show seemed to target an audience with little economic means. Only one of six commercials had African Americans portrayed as economically depraved, and only in a circumstantial form.
Common topics in this essay:
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Acceptance Essays
