Study sets, textbooks, questions
Upgrade to remove ads
Johnson and Young
Terms in this set (5)
To determine whether advertisers script differently for boys and girls.
Advertisements from children's cartoons on commercial networks, an independent New England station and Nickelodeon were used in 1996, 1997 and 1999
Advertisements classified into 1. Food items, 2. Toys, 3. Educational and Public Service Announcements, 4. Recreational facilities and 5. Movie or TV advertisements. Commercials for toys chosen for analysis and used three categories; 1. Adverts targeted for boys, 2. Adverts targeted for girls and 3. Adverts targeted towards both boys and girls. Emphasis placed on gendered voice eg. voiceovers, verb elements, amount of speaking lines and use of the word power
1. For boys action figures were most common (37%) for girls posable figures were most common (44%)
2. Boy-oriented adverts used 'deep, loud and aggressive voices' (80%) while girl-oriented adverts used 'high pitched sing-song voices' (88%)
3. 21% of boy-oriented adverts used the word power of powerful compared to in girl-oriented adverts it was only heard once.
Sets found in the same folder
Issues in mental health
Johnson and young
Other sets by this creator
Microbiomes, evolution and health