An analysis of advertising on children's television programs shows that more than half were male-dominant ads and fewer than one-seventh were female dominated. Female roles were almost entirely dependent and passive. (LS)

An analysis of commercials on children's television programs shows that, with the advent of guidelines, some changes have been made, particularly in relation to vitamins, minerals, foods, and toys. Presentation techniques however contain increasing sex stereotyping and decreased presence of racial minorities. (LS)

Differences in formal aspects of television commercials aimed at boys and those aimed at girls were investigated. Formal attributes were defined as production techniques such as action, pace, visual effects, dialogue and narration, background music and sound effects. Two aspects of content were also examined: aggressive behavior and the gender of…

The characteristics of adult male and female models in randomly selected television commercials were systematically coded and several significant sex differences were discovered. These sex differences are discussed in the context of research which suggests that peoples' sex-role behaviors and attitudes may be influenced by televised models.…

Observation of televised toy commercials during holiday periods in 1977 and 1978 revealed that: 1) more boys than girls appeared in commercials in both years; 2) girls had more passive roles in 1977 commercials; and 3) vehicles and male dolls were primarily aimed at boys, while manipulative toys were aimed at both sexes. (Author/MJL)

Analyzed television commercials aired on programs with high ratings for specific target audiences from 1992-94 to investigate how advertising imagery simultaneously constructed racial and gender stereotypes. Results indicated that 1990s television commercials portrayed white men as powerful, white women as sex objects, African American men as…

Combining two issues significant in contemporary broadcasting--the influence of television on children and the role of women as portrayed by the media, this study analyzed the image of female children in 294 television commercials shown from eight in the morning until noon every Saturday from November 10, 1973, until December 8, 1973. Although the…

Children's commercial television is criticized for overcommercialization, an excess of portrayed violence, and a lack of characterization of women, racial minorities, and handicapped persons. (BRT)

This guide in English and Spanish provides information for teachers concerning the roles assigned to women in television, and the stereotypes on which these roles are based. The guide contains a pre-test and a post-test to measure the user's awareness of sexual stereotyping. Four object lessons examine: (1) the traditional role of women on…

Attempts to assess any significant change in the degree of sex-role stereotyping in television commercials in recent years. (MH)

Trends in the content and structure of television programs and commercials during children's viewing hours on U.S. network television over the past 20 years reveal a steady decrease in educational programs for children and an increase in violent acts. In addition, characters in both programs and commercials have remained remarkably sex-typed. A…

Noting that previous research has shown that television content influences attitudes and behavior, a content analysis of 269 television commercials broadcast during prime time was conducted to examine whether male sex role stereotyping existed in the commercials and, if it did, to determine the characteristics of that stereotyping and whether the…

Although college women were generally found to be more aware and critical of sex stereotyping than were college men, data indicated that viewers were not as sensitive to sex-role stereotypes in television commercials as advocates of feminism might hope. (KS)

A content analysis comparing gender portrayals in 2,209 network television commercials was conducted. Many earlier studies treated television advertising's portrayal of men as unproblematic and excluded ads aimed specifically at men from the study sample. To address this shortcoming, the sample was chosen from three different day parts: (1)…

Examines forms of communication used in commercials to convey social stereotypes. (Forms refer to production techniques such as level of action or movement, pacing, camera techniques, and auditory features.) (PD)