AMTP Proceedings 2015
Stereotyping or Segmentation? An Analysis of Gender in Children’s Advertising Across Networks
Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2015
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Relying on Social Learning Theory, this study supports findings of previous research: that gender stereotypy still exists in children’s advertising. In 556 television commercials, the imbalance in representation and role portrayed conveyed that boys are more important in the context of the commercial in comparison to girls. However, the weight of this finding can be mitigated somewhat by segregating the results by channel. After analyzing the data by network (i.e., Cartoon Network, The Disney Channel, and Nick), the advertising strategy appears to be more of good gender segmentation and targeting and perhaps not gender stereotypy. The study has implications for future research examining stereotypy in advertising.
DOI
10.20429/amtp.2015.22
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Maher, Jill K. and Jones, Alexis, "Stereotyping or Segmentation? An Analysis of Gender in Children’s Advertising Across Networks" (2015). AMTP Proceedings 2015. 22.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/22
