Gender portrayal of US children’s television commercials: 50s and 60s

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


Research on stereotyping in children’s television commercials revealed a consistent pattern of male predominance in terms of numerical representation and authoritative role in product endorsement. Gender stereotyping existed in the portrayal of roles and activities of boys and girls, the location of the setting and the reward types. The current study contributes to the understanding the trend of gender portrayal in children’s commercials by examining children’s commercials prior to 1970. Results indicated that there has been little change in the gender images of males and females in the 1950s to 1980s. Male dominance in ad orientation and voice-over improved in the late 80s and 90s.
Original languageEnglish
Title of host publicationInternational Conference Proceedings of the American Academy of Advertising 2002
EditorsAvery M. Abernethy
PublisherAmerican Academy of Advertising
Number of pages9
ISBN (Print)9780931030260
Publication statusPublished - 1 Jul 2002


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