抄録
This study explores portrayals of “Foreign” characters in television advertising. Content analysis conducted in 1990 by FCT (Forum for Citizensユ Television), combined with original data from 1995 and 2000, is used to compare the representation of “race”, “sex”, “age” and “role”. The results reveal an increase in the number of “white” characters, the presence of gender-bias and a trend to younger characters. This study indicates that while there has been some change in the period of investigation but the variety and reality of メforeignモ characters is not visible and social change in Japanese society in the 1990s is not reflected in television advertising.
