Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis

Abstract

Using content analysis, the author examined sex role stereotyping in television commercials aimed at children in the United States and Australia. The goals of the study were to: (1) provide current data on level and content ofgender stereotyping, (2) compare levels ofstereotyping in two countries, and (3) assess stereotyping olsell-presentational behaviors. Results are consistent with those ofpreuious research in that boys were depicted as being more knowledgeable, active, aggressive, and instrumental than girls. Nonverbal behaviors involving dominance and control were associated more with boys than girls. Country-related differences in ratios 01boys to girls in the commercials and demonstrations 01licensed withdrawal, function ranking, and utilitarian contact were observed.

Appeals in television advertising: A content analysis of commercials aimed at children and teenagers

“…Our results are consistent with content analyses on the depiction of sex-role stereotypes in commercials, which have often found that advertisers use highly stereotypical means to attract the attention of boys and girls (Allan and Coltrane, 1996;Browne, 1998;Chandler and Griffiths, 2000). Some of these researchers have raised the concern that television advertising imposes or reinforces traditional gender stereotypes.…”

Images of Women in Online Advertisements of Global Products: Does Sexism Exist?

“…Gender stereotypes are general beliefs about sexlinked traits and roles, psychological characteristics, and behaviors describing women and men (Browne, 1998). Gender theory has facilitated the discussion of the social and ethical implications of advertising associated with communication of female role stereotypes.…”

Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines

“…In particular, gender stereotypes can be defined as general beliefs about how normal women and men should think and behave in various social situations (Browne 1998). Researchers have investigated the depiction of women and men in advertising for decades because of the unintended consequences of such images in society (Browne 1998;Courtney and Whipple 1974).…”