Aunt Jemima Isn't Keeping Up with the Energizer Bunny: Stereotyping of Animated Spokescharacters in Advertising

Aunt Jemima Isn't Keeping Up with the Energizer Bunny: Stereotyping of Animated Spokescharacters... This study sought to examine one aspect ofstereotyping in television advertising, specifically,the use of animated spokes-characters as productrepresentatives and whether spokes-characters contribute to gender-stereotyped portrayals. Undergraduatestudents — of a variety of races and an almostequal number of men and women — identifiedmemorable spokes-characters, presumed genders, notedgender-distinguishing characteristics, and viewed programmingfeaturing commercials with spokes-characters. Hypotheseswere confirmed that participants will recall more maleanimated characters than female and that most of the spokes-characters in television advertising aremale. Using male spokes-characters reinforces thestereotypical notion that males are more important thanfemales. Such effects may be greater than those associated with other aspects of advertisinglargely because of the memorability and popularity ofanimated spokes-characters. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Aunt Jemima Isn't Keeping Up with the Energizer Bunny: Stereotyping of Animated Spokescharacters in Advertising

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 1999 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/A:1018833423803
Publisher site
See Article on Publisher Site

Abstract

This study sought to examine one aspect ofstereotyping in television advertising, specifically,the use of animated spokes-characters as productrepresentatives and whether spokes-characters contribute to gender-stereotyped portrayals. Undergraduatestudents — of a variety of races and an almostequal number of men and women — identifiedmemorable spokes-characters, presumed genders, notedgender-distinguishing characteristics, and viewed programmingfeaturing commercials with spokes-characters. Hypotheseswere confirmed that participants will recall more maleanimated characters than female and that most of the spokes-characters in television advertising aremale. Using male spokes-characters reinforces thestereotypical notion that males are more important thanfemales. Such effects may be greater than those associated with other aspects of advertisinglargely because of the memorability and popularity ofanimated spokes-characters.

Journal

Sex RolesSpringer Journals

Published: Sep 30, 2004

References

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