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.
|Title of host publication||International Conference Proceedings of the American Academy of Advertising 2002|
|Editors||Avery M. Abernethy|
|Publisher||American Academy of Advertising|
|Number of pages||9|
|Publication status||Published - 1 Jul 2002|