Specific inferior and superior role portrayals in multi-racial television advertisements
The attitude analysis of specific inferior and superior role portrayals is a direct result of the article published In Communicare (1988: 49-54) on general role portrayals. The respondents analysed role portrayals of models in 12 different multi-racial television advertisements. The results indicat...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2061 |
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| author | De la Rey Van der Waldt |
| author_facet | De la Rey Van der Waldt |
| author_sort | De la Rey Van der Waldt |
| collection | DOAJ |
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The attitude analysis of specific inferior and superior role portrayals is a direct result of the article published In Communicare (1988: 49-54) on general role portrayals. The respondents analysed role portrayals of models in 12 different multi-racial television advertisements. The results indicate important differences in the perception of these roles. Finally an original model of role perception is put forward. Van der Waldt (1988:49) stated that the diversity of approaches to the analysis of advertising has led to the discussion and application of Festinger's (1954) theory of social comparison, Grubb & Grathwohl's (1967) theory of self-concept related to product consumption, Sarbin & Allen's (1968) role theory and lastly Bandura's (1977) theory of social learning. Results indicated (Van der Waldt, 1988:53) that these theories clustered together separately under four different factors. All except Bandura's social learning theory clustered under a particular factor. It seems therefore important to pay more attention to this theory.
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| format | Article |
| id | doaj-art-1c4ffe907217470c9eab87ced59f6a95 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-1c4ffe907217470c9eab87ced59f6a952025-01-20T08:44:19ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-018110.36615/jcsa.v8i1.2061Specific inferior and superior role portrayals in multi-racial television advertisementsDe la Rey Van der Waldt0University of Fort Hare The attitude analysis of specific inferior and superior role portrayals is a direct result of the article published In Communicare (1988: 49-54) on general role portrayals. The respondents analysed role portrayals of models in 12 different multi-racial television advertisements. The results indicate important differences in the perception of these roles. Finally an original model of role perception is put forward. Van der Waldt (1988:49) stated that the diversity of approaches to the analysis of advertising has led to the discussion and application of Festinger's (1954) theory of social comparison, Grubb & Grathwohl's (1967) theory of self-concept related to product consumption, Sarbin & Allen's (1968) role theory and lastly Bandura's (1977) theory of social learning. Results indicated (Van der Waldt, 1988:53) that these theories clustered together separately under four different factors. All except Bandura's social learning theory clustered under a particular factor. It seems therefore important to pay more attention to this theory. https://journals.uj.ac.za/index.php/jcsa/article/view/2061multi-racial television advertisementsrole portrayalstheory of social comparisontheory of self-conceptrole theorytheory of social learning |
| spellingShingle | De la Rey Van der Waldt Specific inferior and superior role portrayals in multi-racial television advertisements Communicare multi-racial television advertisements role portrayals theory of social comparison theory of self-concept role theory theory of social learning |
| title | Specific inferior and superior role portrayals in multi-racial television advertisements |
| title_full | Specific inferior and superior role portrayals in multi-racial television advertisements |
| title_fullStr | Specific inferior and superior role portrayals in multi-racial television advertisements |
| title_full_unstemmed | Specific inferior and superior role portrayals in multi-racial television advertisements |
| title_short | Specific inferior and superior role portrayals in multi-racial television advertisements |
| title_sort | specific inferior and superior role portrayals in multi racial television advertisements |
| topic | multi-racial television advertisements role portrayals theory of social comparison theory of self-concept role theory theory of social learning |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2061 |
| work_keys_str_mv | AT delareyvanderwaldt specificinferiorandsuperiorroleportrayalsinmultiracialtelevisionadvertisements |