Shades of Identity - Saunders, Daveta
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This study examines the effects of the complexion of AfricanAmerican children in television commercials on the self-perceptionof African American children. Both quantitative and qualitativeanalyses were conducted. A total of 347 commercials were examinedfrom Saturday morning television programming on broadcast stationsin the Lynchburg, Virginia area during March 2007. The results ofthe quantitative analysis found a lack of darker complexion AfricanAmerican females in the pre-recorded commercials. A qualitativeanalysis was conducted with focus groups of African Americanchildren ages 6-10 who…mehr

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This study examines the effects of the complexion of AfricanAmerican children in television commercials on the self-perceptionof African American children. Both quantitative and qualitativeanalyses were conducted. A total of 347 commercials were examinedfrom Saturday morning television programming on broadcast stationsin the Lynchburg, Virginia area during March 2007. The results ofthe quantitative analysis found a lack of darker complexion AfricanAmerican females in the pre-recorded commercials. A qualitativeanalysis was conducted with focus groups of African Americanchildren ages 6-10 who were asked questions after viewing 8 to 10of the pre-recorded commercials from the Saturday morningprogramming to determine their perceptions of the varying skincomplexion of children in the commercials. The qualitative analysisresults were inconclusive regarding skin complexion preference, butnoteworthy information was found for future research, including thechildren noticing the roles given to the African American childrenin the commercials.