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A content analysis of gender differences in children's advertising

A content analysis of gender differences in children's advertising This content analysis of children's advertising examined the differences between television advertisements featuring only one sex of actors. The advertisements that were studied aired during a week of after‐school and Saturday morning children's programming. Advertisers featured more boys than girls and placed boys in settings outside their homes more often. The sex of announcers corresponded to the sex of the characters in the ads. Overall, the advertisements exhibited stereotyped behavior for traditional sex roles. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Broadcasting & Electronic Media Taylor & Francis

A content analysis of gender differences in children's advertising

Journal of Broadcasting & Electronic Media , Volume 38 (3): 15 – Jun 1, 1994

A content analysis of gender differences in children's advertising

Journal of Broadcasting & Electronic Media , Volume 38 (3): 15 – Jun 1, 1994

Abstract

This content analysis of children's advertising examined the differences between television advertisements featuring only one sex of actors. The advertisements that were studied aired during a week of after‐school and Saturday morning children's programming. Advertisers featured more boys than girls and placed boys in settings outside their homes more often. The sex of announcers corresponded to the sex of the characters in the ads. Overall, the advertisements exhibited stereotyped behavior for traditional sex roles.

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References (24)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1550-6878
eISSN
0883-8151
DOI
10.1080/08838159409364268
Publisher site
See Article on Publisher Site

Abstract

This content analysis of children's advertising examined the differences between television advertisements featuring only one sex of actors. The advertisements that were studied aired during a week of after‐school and Saturday morning children's programming. Advertisers featured more boys than girls and placed boys in settings outside their homes more often. The sex of announcers corresponded to the sex of the characters in the ads. Overall, the advertisements exhibited stereotyped behavior for traditional sex roles.

Journal

Journal of Broadcasting & Electronic MediaTaylor & Francis

Published: Jun 1, 1994

There are no references for this article.