A content analysis of gender differences in children's advertising

Smith, Lois J.

doi:10.1080/08838159409364268

Cited by 77 publications

(68 citation statements)

References 18 publications

(36 reference statements)

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“…While an expansive amount of research has been published on children's media, previous research tends to look more at children's media in general, across several networks (e.g., broadcast and cable combined) or at the "fads of the day"-shows that come and go with a whirlwind of attention surrounding them (Hendershot 2004;Johnson and Young 2002;Maher and Childs 2003;Larson 2001;Smith 1994).…”

Section: Toys and Gender-role Expectanciesmentioning

confidence: 98%

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

Kahlenberg

Hein

2009

Sex Roles

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A content analysis was conducted to examine gender-role stereotypes in toy commercials airing during the after-school hours in October, 2004, on the U.S. Nickelodeon network. The sample included 455 toy commercials, which were analyzed for the type of toy, number of identifiable boys and girls, gender portrayal, gender orientation, age of children, type of interaction, setting, and color of setting. The majority of girl and boy characters were featured in gender-specific toy commercials, and there were more identifiable girls than boys. Almost onehalf of the characters were children (6-to-10-years old) who predominantly played indoors, in mixed colored settings, and engaged in cooperative play. Boys were more likely than girls to be shown outdoors and playing competitively.

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Section: Toys and Gender-role Expectanciesmentioning

confidence: 98%

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

Kahlenberg

Hein

2009

Sex Roles

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“…Smith (1994) analyzed ads aired on children's programming in 1991 and found ads featuring only one sex or the other to be sex-role stereotypical. He concluded that when "advertisements only show traditional sex roles, they limit the range of experiences that children can try out" (p. 335).…”

Section: Gender Codes In Children's Advertisingmentioning

confidence: 99%

Gendered voices in children's television advertising

Johnson

Young²

2002

Critical Studies in Media Communication

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ᮀ-Televised ads for toys directed to children were examined to address two research questions: (1) Do advertisers script language differently for females and males? and (2) How is gender used as a discourse code to link products to gender roles? In a sample from 1996, 1997, and 1999, ads A dvertising-on television, billboards, public transportation, the internet, in newspapers, magazines, and movie theatres-invades the consciousness of most everyone. Sponsors pay enormous amounts to place ads in those locations where the largest segment of the targeted audience is likely to see and hear them, and they rely on new, creative approaches both to instill and fuel the desire for more and more consumption. Although most ads target adult audiences, children make up an important audience. Children play with a vast array of toys and eat trendy foods and snacks-many of which are introduced to them through advertising. This non-adult market is the focus of this essay.In a consumer-oriented culture, advertisers must position the products they represent as enhancements to both happiness and desirable life styles. Image serves as the link between product

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“…Activities portrayed in commercials often signify traditional gender roles. For example, Smith (1994) observed that girls engaged in shopping, whereas boys did not, and that only boys performed antisocial behaviors, such as stealing or fighting. Aggressive behavior seems to be more visible in commercials that feature boys than in those that feature girls (Larson, 2001;Macklin & Kolbe, 1984;Welch, Huston-Stein, Wright, & Plehal, 1979).…”

Section: Depictions Of Gender In Children's Television Commercialsmentioning

confidence: 95%

“…Early research indicated that boys' commercials were more likely to contain highly active toys, higher rates of cuts, more rough cuts, less talking, and louder noise and music than girls' commercials, which had more fades and dissolves, smoother transitions, a great deal of talking, and softer background music (Welch et al, 1979). Research in the 1990s suggested that voice-overs were used to match the orientation of the target for the toy such that boy-oriented commercials featured a male voiceover and girloriented commercials featured a female voiceover (Johnson & Young, 2002;Smith, 1994). These factors tend to serve as signifiers of appropriate gendered behavior and toy selection.…”

Section: Depictions Of Gender In Children's Television Commercialsmentioning

confidence: 97%

The Effects of Commercials on Children?s Perceptions of Gender Appropriate Toy Use

Pike

Jennings

2005

Sex Roles

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Sixty-two first and second grade students (28 boys, 34 girls) were exposed to one of three commercial videotapes in which either all-boys (traditional condition) or all-girls (nontraditional) were playing with a toy. Participants in the control condition were exposed to nontoy commercials. After exposure to one of the conditions participants performed a toy sort where they were asked if six toys, including the two manipulated toys, were "for boys, girls, or both boys and girls." Participants in the nontraditional condition were more likely to report that the manipulated toys were for both boys and girls than were participants in the traditional condition, who were more likely to report that the manipulated toys were for boys. This effect was stronger for boys than for girls.

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A content analysis of gender differences in children's advertising

Cited by 77 publications

References 18 publications

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

Gendered voices in children's television advertising

The Effects of Commercials on Children?s Perceptions of Gender Appropriate Toy Use

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