Interactions, Activities and Gender in Children's Television Commercials : A Content Analysis

Abstract

This content analysis examined 595 commercials featuring children in programming aimed at children. It analyzed the portrayals of activities and interactions of boys and girls in both single-gender and mixed-gender commercials. Nearly equal numbers of girls and boys were portrayed together acting cooperatively. However, single-gender commercials portrayed girls in stereotypical domestic settings. Also, the primary activity of children in the commercials analyzed was non-creative play, and considerable violence and aggression were portrayed.

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