Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis

Abstract

Using content analysis, the author examined sex role stereotyping in television commercials aimed at children in the United States and Australia. The goals of the study were to: (1) provide current data on level and content of gender stereotyping, (2) compare levels of stereotyping in two countries, and (3) assess stereotyping of self-presentational behaviors. Results are consistent with those of previous research in that boys were depicted as being more knowledgeable, active, aggressive, and instrumental than girls. Nonverbal behaviors involving dominance and control were associated more with boys than girls. Country-related differences in ratios of boys to girls in the commercials and demonstrations of licensed withdrawal, function ranking, and utilitarian contact were observed.