RT Journal Article SR Electronic T1 Racial Stereotypes in Children's Television Commercials JF Journal of Advertising Research JO J Advert Res FD WARC SP 80 OP 93 DO 10.2501/S0021849908080100 VO 48 IS 1 A1 Jill K. Maher A1 Kenneth C. Herbst A1 Nancy M. Childs A1 Seth Finn YR 2008 UL http://www.journalofadvertisingresearch.com/content/48/1/80.abstract AB In our increasingly diverse society, children are deeply engaged in television viewing and their consumption of television programming varies by ethnicity. Ethnic portrayal in children's advertising is an important public policy and self-regulatory topic that may influence children's self-perception and brand perception. This research examines frequency of ethnic representation, as assessed by the proportionality criterion and type of role portrayals by ethnically stereotyped groups in 155 children's commercials. Results indicate that all diverse ethnicities were underrepresented compared to Caucasians. Ethnic representation is also examined by advertised product category, ethnic interaction, and importance of role portrayed by ethnic characters.