z x f m t ptuduction technigues for boy' and girb' ode mate f o d patterns that m D e y implicit meaning8 of masculinity and femininity.Sex stereotyping in the content of both television programs and commercials aimed at children and adults has been demonstrated repeatedly. Males outnumber females in programs and in commercials, particularly those directed at children (1, 2, 6, 7). There is an even greater imbalance when the experts or spokespersons for a product are examined. Whether on-camera or off-camera in the form of a voice-over, spokespersons are usually male. Television also provides stereotyped portrayals of the behavior and products used by males and females. in advertisements, women are usually shown using cosmetic or household products and girls play with dolls and miniature domestic implements. In children's programs, females are deferent and do little. Boys play with vehicles, competitive games, and war games, and men are associated with cars, sports, and the like. Males are more aggressive, dominant, and independent (6, 7).

Children from preschool, kindergarten, and Grades 3 and 4 viewed an edited prosocial cartoon in one of four viewing conditions that changed program features and introduced viewing information to aid subjects in recognizing and structuring central plot information. Children's recall of central and incidental program content was assessed. Older children recalled more total information; participants who had viewed with an adult experimenter recalled more material than did children in other viewing conditions. Visual presentation enhanced central recall.

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