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

Loading next page...
 
/lp/springer_journal/aunt-jemima-isn-t-keeping-up-with-the-energizer-bunny-stereotyping-of-2NP5Z1qM1W
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

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve Freelancer

DeepDyve Pro

Price
FREE
$49/month

$360/year
Save searches from Google Scholar, PubMed
Create lists to organize your research
Export lists, citations
Read DeepDyve articles
Abstract access only
Unlimited access to over
18 million full-text articles
Print
20 pages/month
PDF Discount
20% off