johnson and young

back ground : Patricia Owen and Monica padron

Looked at language ads used to target boys and girls

Analysed content of action figures aimed at girls ( bratz ) and boys ( bat man )

Ads aimed at girls - appearance and fantasy

Ads aimed at boys - power and aggression

Back ground : Hanley

What makes children copy what they see :

Easy to copy

Forbidden

Specifically:

Funny

Showing people get away with it

Role models used

Aims

Is language of ads aimed at young children scripted differently for boys and girls

Method

Content analysis of TV ads shown during child re cartoons

Sample

478 commercials from American children’s tv cartoon

Procedure

• Gendered voice:

Voice overs

Verbs

Speaking lines

Use of word “ power “

• Targeting:

147 toy commercials

3 categories

Targeted at boys + boys portrayed

Targeted at girls + girls portrayed

Ads targeted at boys + girls

• voice overs

Gender of voice over

• verbs

Results

“ Power “ appeared in 21% of boy adverts compared to once in girl adverts

80% boys compared to 87% girls for gender exaggerated

Conclusions

Language used reinforces gender stereotypes

Combined with verbal images adverts create recycled traditional gender roles

Strategy 1 : limiting television advertising

Total ban : Norway banned advertising to children under 12

Uk : banned advertising products for children during children’s programmes

Water shed TV - 9pm

USA: some companies agree to not advertise during children’s programmes

Strategy 2 : media literacy interventions

Educating children to be more “savvy“

Cognitive defense = make children advertising literate so they view ads critically.

Teach children about the purpose of ads

Affective defense = need to change their opinions towards ads

Make them more critical