Gender Stereotypes in Children's TV Advertisements

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Research methods used in the study

Content and discourse analysis.

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Number of TV adverts analysed

478 children's TV adverts.

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Overall orientation of the adverts

The majority were boy-oriented.

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Reinforcement of gender stereotypes through toy naming and voiceovers

They used gendered language that aligned with traditional male and female roles.

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Findings of verb analysis for boy-oriented adverts

They emphasised competition and control.

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Findings of verb analysis for girl-oriented adverts

They focused on nurturing and caring.

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Conclusion about gender stereotypes in advertising

Gender stereotyping is widespread and may be used as a successful marketing strategy.