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Portrayals of cultural diversity in Australian television commercials: a benchmark study

Higgs, Bronwyn and Milner, Laura (2005) Portrayals of cultural diversity in Australian television commercials: a benchmark study. In: Australia New Zealand Marketing Academy, 5-7 Dec 2005, Freemantle, WA.

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Abstract

Although Australia is a multi-cultural nation, there has been little research on the portrayal of cultural diversity in television advertising. By contrast, other multi-cultural nations including Canada and the USA boast a rich stream of literature in this field. The research reported in this paper presents a simple content analysis of a sample of Australian television advertisements. The ethnic profile of the advertising sample is compared with population data from the Australian census. The paper concludes that people from culturally diverse backbrounds are not only under-represented, but they are also misrepresented in television advertising.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: television advertising, multi-culturalism, media, ethnicity, culturally diverse backbrounds, role portrayals, content analysis
Subjects: RFCD Classification > 350000 Commerce, Management, Tourism and Services
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
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Depositing User: Ms Bronwyn Higgs
Date Deposited: 14 Aug 2008
Last Modified: 23 May 2013 16:39
URI: http://vuir.vu.edu.au/id/eprint/877
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