2020年BLM回潮对广告和广告评估中种族表现的影响：超级碗广告分析

IF 3.4 2区文学 Q1 COMMUNICATION Journalism & Mass Communication Quarterly Pub Date : 2024-09-14 DOI:10.1177/10776990241274740

Yongick Jeong, Jessica Shaw, Emily Ritchart, Cole Catherine Dunnam

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引用次数: 0

摘要

利用四次超级碗转播（2019-2022 年）中的广告，我们研究了 2020 年黑人生命事件（BLM）回潮对不同种族群体广告表现的影响，以及对黑人模特广告的评价。研究结果表明，黑人广告模特的定量表现（数量和持续时间）有所增加，但这种改善与定性表现（形象、突出角色和等级地位）并无关联。研究结果还显示，2020 年 BLM 回潮对黑人模特广告评价的影响有限。我们还研究了 2020 年黑人模特回潮对广告的影响如何从 2021 年转向 2022 年。

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The Impact of the 2020 BLM Resurgence on the Racial Representations of Ads and Ad Evaluations: Analysis of Super Bowl Ads

Using ads from four Super Bowl broadcasts (2019–2022), we examined the impacts of the 2020 Black Lives Matter (BLM) resurgence on the ad representations of diverse racial groups and the evaluations of ads featuring Black models. Findings show increases in quantitative representations (number and duration) for Black ad models, but this improvement was not linked to qualitative representations (portrayal, prominent role, and hierarchy status). Findings also show the limited influence of the 2020 BLM resurgence on evaluations of advertisements featuring Black models. We also examined how the impact of the 2020 BLM resurgence on advertising shifted from 2021 to 2022.

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来源期刊

Journalism & Mass Communication Quarterly COMMUNICATION-

CiteScore

7.20

自引率

5.60%

发文量

期刊介绍： Journalism & Mass Communication Quarterly focuses on research in journalism and mass communication. Each issue features reports of original investigation, presenting the latest developments in theory and methodology of communication, international communication, journalism history, and social and legal problems. Journalism & Mass Communication Quarterly also contains book reviews. Refereed. Published four times a year.