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Racial Differences in Perceptions of Media Advertising Credibility

Racial Differences in Perceptions of Media Advertising Credibility By Richard M. Durand, Jesse E. Teel, Jr., and William 0. Bearden Racial Differences in Perceptions of Media Advertising Credibility example, two studies conducted by the Blacks consider television most Newspaper Advertising Bureau found credib le advertising medium newspaper advertisements more credible while whites consider as an information source than adver- magazines most credible. tisements in other rnedia.5 Becker, Mar- tino, and Towers also found that news- papers had the most credible advertise- w A substantial number of research stud- ments.6 ies . has examined racial differences in However, these results may be mis- media consumption. Three studies based leading as the studies cited did not ac- on national samples provide ample sup- count for the possibility that the cred- port for the general conclusion that blacks ibility people attribute to different media appear to be heavy users of broadcast may vary across information categories. media while whites consume more print Some support for this premise was re- media. Bogart found that whites had a ported by Lemert who found newspapers higher rate of newspaper readership than did blacks, but blacks listened to more to be the most believable source of local radio and watched more television.' news, yet http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journalism Quarterly SAGE

Racial Differences in Perceptions of Media Advertising Credibility

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Publisher
SAGE
Copyright
© 1979 Association for Education in Journalism & Mass Communication
ISSN
0022-5533
DOI
10.1177/107769907905600314
Publisher site
See Article on Publisher Site

Abstract

By Richard M. Durand, Jesse E. Teel, Jr., and William 0. Bearden Racial Differences in Perceptions of Media Advertising Credibility example, two studies conducted by the Blacks consider television most Newspaper Advertising Bureau found credib le advertising medium newspaper advertisements more credible while whites consider as an information source than adver- magazines most credible. tisements in other rnedia.5 Becker, Mar- tino, and Towers also found that news- papers had the most credible advertise- w A substantial number of research stud- ments.6 ies . has examined racial differences in However, these results may be mis- media consumption. Three studies based leading as the studies cited did not ac- on national samples provide ample sup- count for the possibility that the cred- port for the general conclusion that blacks ibility people attribute to different media appear to be heavy users of broadcast may vary across information categories. media while whites consume more print Some support for this premise was re- media. Bogart found that whites had a ported by Lemert who found newspapers higher rate of newspaper readership than did blacks, but blacks listened to more to be the most believable source of local radio and watched more television.' news, yet

Journal

Journalism QuarterlySAGE

Published: Sep 1, 1979

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