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Sex role and children's perception and judging of different types of television advertisements for children
Tanja Milovanovič
Full text (pdf) | Views: 21 | Written in Slovene. | Published: December 15, 2005
Abstract: A lot of research has pointed out that television with its advertisements represents a part of the children's socialization, including the development of the sex roles. By designing different advertisements for boys and girls, today's advertisers additionally affect development and reinforcement of the children's traditional sex roles. The purpose of this study was to examine whether children are able to perceive differences in the content, style and structure of the message in different types of television advertisements (and different aspects of their form) and whether children approve of these differences according to their sex roles. Sixty-eight participants (35 boys and 33 girls) with a mean age of 10 years judged five television advertisements with a previously constructed questionnaire. The study has shown that, according to their sex roles, participants perceived and even approved of many of the differences between television advertisements for boys and television advertisements for girls.
Keywords: socialization, sex roles, television advertising, gender differences
