Gender Roles in Television Commercials and Primary School Children in the Uk

Lewin-Jones, Jenny; Mitra, Barbara

doi:10.1080/17482790802576964

Cited by 13 publications

(6 citation statements)

References 23 publications

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“…Over 30 years ago it was already being argued that advertising placed women in subordinate roles (Lewin-Jones and Mitra, 2009). The present study identified similar patterns, along with the marked importance of male characters, as has been noted in other studies on commercials (Davis, 2003;Ganahl et al, 2003;Stern and Mastro, 2004).…”

Section: Child-centric Interactionmentioning

confidence: 98%

Generational structuring of childhood images in television commercials

Lämsä

2013

Families, Relationships and Societies

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This article examines how images of childhood are displayed in generational relations in television commercials. The data comprise 104 commercials shown on Finnish television in winter 2005 (N = 174 child performers). Generational structuring is seen as a dynamic cultural process, where the concept of 'adulthood' is described through the concept of 'childhood' and the concept of 'childhood' is defined through the concept of 'adulthood'. This notion is used to study the positions constructed for children in the audiovisual data and how these relate to other people present in the commercials. The most popular combinations in the commercials were the child as a fully independent agent in a child-centric construction, or the child as an authenticator complementing the family and adulthood. The images ranged from an obedient to a lively child, and mental activity, creativity, learning abilities and gendered stereotypes were contrasted with elements of neediness.

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Section: Child-centric Interactionmentioning

confidence: 98%

Generational structuring of childhood images in television commercials

Lämsä

2013

Families, Relationships and Societies

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“…countries such as United Kingdom, United States, and Spain presents evidence on how advertisements in general, and food advertisements in particular, exhibit elements of gender stereotyping [16,17]. Gender-specific messages in television advertisements influence differently children's notions about eating and physical activity [18].…”

Section: Open Accessmentioning

confidence: 99%

“…For example, young females tend to be more vulnerable to television food advertisements and food branding compared to young men [ 14 , 15 ]. Research from high-income countries such as United Kingdom, United States, and Spain presents evidence on how advertisements in general, and food advertisements in particular, exhibit elements of gender stereotyping [ 16 , 17 ]. Gender-specific messages in television advertisements influence differently children’s notions about eating and physical activity [ 18 ].…”

Section: Introductionmentioning

confidence: 99%

Gender representation in food and beverage print advertisements found in corner stores around schools in Peru and Guatemala

et al. 2021

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Objective The objective of this study is to assess gender representation in food and beverage print advertisements. Results The study follows a quantitative descriptive approach. Using a content analysis technique, we assessed the gender representation in 200 food and beverage print advertisements found in corner stores located in four areas around schools in Lima, Peru, and Guatemala City, Guatemala (100 advertisements per country). A total of 36% of the print advertisements exhibited a male main character for the case of Guatemala, while in Peru 14% of the print advertisements presented a male main character. Furthermore, in Guatemala, 22% of the main characters were male animated characters. Moreover, 27% of the print advertisements in Guatemala and 17%, in Peru were visually male-oriented. Overall, male characters appeared alongside sports references and in varied settings, whereas female characters were usually holding or consuming the product. In conclusion, although the majority of variables used to assess the representation of gender in food and beverage print advertisements were gender-neutral, those showing gender representation were mostly male-oriented. Despite its limited findings, the study provides evidence for the formulation of public policies and educational content aimed to protect children’s and adolescents’ health from the effects of food marketing.

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“…Por otra parte, como viene reconociéndose desde la década de 1970, la publicidad suele trasmitir una visión muy estereotipada de las mujeres y de los hombres, presentando a ellas en ámbitos domésticos y actividades subordinadas y reservando para ellos los papeles y la voz de la autoridad (Eisend, 2010; Johnson & Young, 2002; Larson, 2001). Los estudios realizados con niños y niñas ponen de manifiesto que suelen considerar `como propio de chicos o de chicas` lo que la publicidad les ha presentado como tal (Huston, Greer, Wright, Welch, & Ross, 1984; Lewin‐Jones & Mitra, 2009), estereotipos que el grupo de iguales suele reforzar (Blakemore, Berembaum, & Liben, 2009). No es menos cierto, sin embargo, que como cualquier discurso socialmente construido, también el de la publicidad puede ser deconstruido y modificado por otro discurso (Falcón & Díaz-Aguado, 2014; García, 2009) y que la infancia es activa en la construcción de su identidad (Davies, Buckingham, & Kelley, 2000), incluida la de género (Duvall, 2010), pudiendo detectar y modificar el sexismo procedente de la publicidad.…”

Section: Publicidad Y Sexismo Analizados En Grupos De Discusión De Pr...unclassified

“…On the other hand, as has been acknowledged since the 1970s, advertising tends to transmit a very stereotypical view of women and men, presenting women in domestic environments and subordinated activities, while reserving authoritative roles and voices for men (Eisend, 2010; Johnson & Young, 2002; Larson, 2001). Studies performed with boys and girls revealed that they tended to consider what advertising presented them with “as typical of boys or of girls” (Huston, Greer, Wright, Welch, & Ross, 1984; Lewin‐Jones & Mitra, 2009), stereotypes that peer groups tended to reinforce (Blakemore, Berembaum, & Liben, 2009). However, it is true that just as with any constructed social discourse, advertising can also be deconstructed and modified by another discourse (Falcón & Díaz-Aguado, 2014; García, 2009).…”

mentioning

confidence: 99%

Advertising and Sexism with focus groups of preadolescents /Publicidad y sexismo analizados en grupos de discusión de preadolescentes

Falcón

Díaz-Aguado

Núñez

2016

Infancia y Aprendizaje

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The main aim of this research is to understand the way advertising and sexism are analyzed by focus groups of 11 and 12 year old preadolescents. In order to achieve this aim we used commercials that reproduce sexism situations and that are based on persuasive strategies where brands and products are associated with happiness and family well-being. The research was developed through six focus groups, whose results were analyzed from a qualitative approach in order to define the classification criteria. The level of skepticism shown by the preadolescents regarding the persuasive advertising techniques is associated with their capacity for detecting sexism. Both skills seem require a certain level (that is needed, but not sufficient) of character analysis. The results support the importance of focus groups both as an evaluation procedure and as advertising literacy context that should include not only cognitive components but also evaluative aspects, such as skepticism and rejection of sexism.

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Gender Roles in Television Commercials and Primary School Children in the Uk

Cited by 13 publications

References 23 publications

Generational structuring of childhood images in television commercials

Generational structuring of childhood images in television commercials

Gender representation in food and beverage print advertisements found in corner stores around schools in Peru and Guatemala

Advertising and Sexism with focus groups of preadolescents /Publicidad y sexismo analizados en grupos de discusión de preadolescentes

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