Abstract
Limited research has been done to examine the role portrayals of blacks in South African television advertising. This article gives an aggregate picture through content analysis, of the image of blacks that television advertising presented to South African audiences in the mid‐1990s. There appears to have been a significant overrepresentation of blacks in professional/semi‐professional occupations and a significant under‐representation of blacks in low‐skilled occupations. Blacks were observed to be speaking English more than any other language. Blacks were also portrayed in aspirational roles rather than in more likely socially realistic ones.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
