Business and Professional Ethics Journal

Volume 27, Issue 1/4, 2008

Television Commercial Depiction of Learning Related Activities for High School Students

This manuscript provides coverage of an inquiry into the depiction of the roles assumed by high school models in television commercials. Hypotheses propose that learning-related activities are less often presented than other activities and when presented tend to be less favorable than other activities. The study produces evidence to the effect that scholastic roles occupy a less important position and are less favorably depicted, as compared to other roles. However, a large proportion of the models in the advertisements were presented in a positive manner.