A Comparison of the Portrayal and Frequency of Hispanics and Whites in English Language Television Advertising

Abstract

The numerical and economic importance of the U.S. Hispanic population continues to increase. To reach the Hispanic market, a major role can be played by English-language television advertising. The purpose of this paper is to determine the extent to which this is being done and the manner in which Hispanics are portrayed in comparison to Whites. The findings revealed that the frequency of Hispanic appearance was less than their proportion of the population. Further, there were differences in the ways in which Hispanics were portrayed in comparison to White portrayals. This suggests that advertisers may need to rethink their usage of Hispanics in mainstream television advertising.

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