Consumer Magazine Advertisement Portrayal of Models by Race in the US: An Assessment

Abstract

This study examined the frequency of portrayal, positive or negative depiction, relative hierarchy position, and relative social authority status of African American, Asian American, Hispanic American, and White American models in a sample of consumer magazine advertisements, utilizing content analysis. A longitudinal framework was employed in the study to determine if the patterns of depiction have stabilized or have experienced meaningful change over a ten‐year period. In contrast to previous studies, the results were generally that minority group models were frequently featured, relative to their proportion in the total US population, and they were depicted in a favorable manner, relative to White models, during the periods under consideration.

Keywords:

• Advertising
• portrayal
• minorities
• relative hierarchy
• social authority