Racial Stereotypes in Children’s Television Commercials

Jill K. Maher, Kenneth C. Herbst, Nancy M. Childs, and Seth Finn

In our increasingly diverse society, children are deeply engaged in television viewing and their consumption of television programming varies by ethnicity.

Racial Stereotypes in Children's Television Commercials

Jill K. MaherRobert Morris UniversityKenneth C. HerbstWake Forest UniversityNancy M. ChildsSaint Joseph's UniversitySeth FinnRobert Morris University

INTRODUCTION

For decades, there has been extensive debate about the effects of advertising on children. Because of this, the Children's Advertising Review Unit (CARU), established by the National Advertising Review Council (NARC), states that, "advertisers … have a special responsibility to protect children from their own susceptibilities." In other words, children are vulnerable and may assume that the world is the way that it appears on television. Many children, especially those...

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