A CONTENT-ANALYSIS OF GENDER DIFFERENCES IN CHILDRENS ADVERTISING

被引：45
|
作者：
SMITH, LJ
机构：
[1] Department of Marketing, University of Wisconsin-Whitewate
来源：
JOURNAL OF BROADCASTING & ELECTRONIC MEDIA | 1994年 / 38卷 / 03期
关键词：
D O I：
10.1080/08838159409364268
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
This content analysis of children's advertising examined the differences between television advertisements featuring only one sex of actors. The advertisements that were studied aired during a week of after-school and Saturday morning children's programming. Advertisers featured more boys than girls and placed boys in settings outside their homes more often. The sex of announcers corresponded to the sex of the characters in the ads. Overall, the advertisements exhibited stereotyped behavior for traditional sex roles.
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页码：323 / 337
页数：15
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