Gender-Role Portrayals in Children's Television Advertisements
Bibliographic Data
| ID | 13899744 |
|---|---|
| Authors | Félix Neto (0000-0003-0112-880X, Universidade do Porto, corresponding author), A Furnham (0000-0001-7545-8532, University College London) |
| Year | 2005 |
| Volume | 12 |
| Issue | 1-2 |
| Pages | 69-90 |
| Publication date | 2005-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Adolescence and Youth (JOURNAL) |
| Journal identifiers | ISSN: 0267-3843 • E-ISSN: 2164-4527 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/02673843.2005.9747944 |
| OpenAlex | W2068921498 |
| Language | EN |
| Citations received | 2 |
| References cited | 35 |
Using content analysis, gender role stereotyping in Portuguese television commercials aimed at children was examined. The goals of the study were to: (1) provide current data on level and content of gender stereotyping in Portugal; (2) compare levels of stereotyping in three countries, namely Portugal, the USA and Great Britain. One hundred and twenty two commercials were content analysed by two raters, one male and the other female, to check reliability. The advertised products covered by this analysis included toys, food, mass media communication equipment and others. Each advertisement was coded according to twelve criteria including the ethnicity and gender of the people appearing, gender of central figure and of any “voice-over” in the commercial, presence or absence of music, other sales-related content, activity, aggression and loudness. The results concerning gender-role were equivocal. Six of the nine analyses revealed significant differences among advertisements recorded in Portugal, United States and Britain. The implication for the regulation of advertisements to children is discussed
Advertising · Aggression · Content analysis · Ethnic group · Mass media · Political science · Portuguese · Sociology · Gender Studies in Language · Gender, Feminism, and Media · Media, Gender, and Advertising · Psychology · Social Psychology
Content analysis
Content Analysis
The Portrayal of Men and Women in American Television Commercials
Social learning theory
Subtle Sex-Role Cues in Children's Commercials
A Cross-Cultural Content Analysis of Children's Television Advertisements
Gender Stereotypes in Portuguese Television Advertisements
The stereotyped portrayal of men and women in British television advertisements
Television viewing and the learning of sex-role stereotypes
Television Cartoons
Sex role stereotyping in Australian television advertisements
Gender roles portrayed in Kenyan television commercials
Sex-Role Stereotyping in Television Commercials
Children's Television Advertising
Sex role stereotyping in children's television programs
Traditional sex role development and amount of time spent watching television
Influence of television commercials on women's self-confidence and independent judgment
Content Analysis in Consumer Research
Portuguese Children's Knowledge of Sex Stereotypes
| Unique citing works | 2 |
|---|---|
| Citations per year | 0.4 |
| Citation span | 2021 - 2021 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 2 |