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Black role portrayals in South African television advertising

Abstract Limited research has been done to examine the role portrayals of blacks in South African television advertising. This article gives an aggregate picture through content analysis, of the image of blacks that television advertising presented to South African audiences in the mid‐1990s. There appears to have been a significant overrepresentation of blacks in professional/semi‐professional occupations and a significant under‐representation of blacks in low‐skilled occupations. Blacks were observed to be speaking English more than any other language. Blacks were also portrayed in aspirational roles rather than in more likely socially realistic ones.