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.
Journal of Broadcasting & Electronic Media
Volume 38, 1994 - Issue 3
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