Sex Role Stereotyping in Children's Advertising: Current and past Trends

M. Carole Macklin · Richard H. Kolbe

99 citations0/0 files storedJournal of Advertising

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Media, Gender, and Advertising Gender Studies in Language Gender Roles and Identity Studies

Abstract

A content analysis of 64 television commercials directed toward children was conducted. An examination of sex role stereotyping with previous trends suggested little change over the past decade in terms of ad dominance, active/passive behavior, aggressive behavior, voice-overs, and audiotrack/background music. The importance of tracking change is footed in research describing the importance of observational learning in children's development. It should be stressed that statements about change, or the lack thereof, are tempered in recognition of methodological differences among studies. When conducting content analytic investigations, researchers make decisions that may influence outcomes. Sound trend analysis is thus made difficult.

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References

1965Review of Child Development Research 1977Content Analysis in Consumer Research 1964Social Learning and Personality Development 1966A cognitive-development analysis of children's sex-role concepts and attitudes 1982Handbook of developmental psychology 1969Socialization and Society.1983Sex stereotyping in advertising 1979Hearth and Home: Images of Women in the Mass Media

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