Portrayal Of Gender Stereotypes Of Children s Television...

Portrayal of Gender Stereotypes in Children’s Television Commercials. Liuyi Bian University of Florida Abstract The purpose of this study was to examine the differences in gender portrayal in children’s television commercials. The hypothesis that stated, if an observed television program is determined to be intended for girls, then the colors used in the commercials would be predominantly intended for girls, is strongly supported. To do content analysis, we first gathered a sample of 50 television commercials aired on children’s television channels between 8 to 10 PMï ¼Å' then we coded each of the predictor and criterion variables and conducted a chi-square test. Our results indicate that most girl oriented television programs presented commercials that incorporated girl stereotypical colors. Furthermore, girls are often associated with bright and pastel colors while boys are associated more with neutral colors. Portrayal of Gender Stereotypes in Children’s Commercials Introduction Upon birth, everyone is acknowledged as either male or female. Excluding physical characteristics, men and women are often separated into two ends of a spectrum. Yet instead of a clearly divided line, what separates the two is in fact common societal standards and beliefs; these include cultural and gender norms and stereotypes. Who established these supposed â€Å"universal standards†, and in what other ways were they introduced to the general public? One of the mostShow MoreRelatedBrainwashing Youth : How Advertising Influences Children On Gender Images1496 Words   |  6 Pages Brainwashing Youth: How Advertising Influences Children on Gender Images For advertising companies, the topic of advertising to children is one that is very controversial and could lead to a lot of debate on whether it is even ethical to do so. 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