[CHILD 6] JOHNSON & YOUNG

AIM: to investigate the words and discourse used in __

Adverts

AIM: the extent language relevant to __ is used in adverts

Gender

SAMPLE: __ adverts between programmes on:

• Commercial USA networks

• Independent New England stations

• Nickelodeon

478

RESEARCH METHOD: a combination of __ __ and __ __

Content analysis, discourse analysis

Content analysis: turning __ data into __ data

Qualitative, quantitative

Discourse analysis: Getting more __ data from __ data

Qualitative, qualitative

Adverts were divided into _ categories and __ adverts for toys were selected and used for analysis

6, 188

The use of __ was analysed in the adverts and counted

Verbs

RESULTS: __ verbs: used equally in boy and girl orientated adverts

Action

RESULTS: destruction/competition verbs: were more likely to be used in __ orientated adverts

Boy

RESULTS: Power/control verbs: more likely to be used in __ orientated adverts

Girl

RESULTS: __ verbs: more likely to be used in girl orientated adverts

Limited activity

RESULTS: Feeling/nurturing verbs: were __ likely to be used in girl orientated adverts

More

RESULTS: Competition/destruction- Boys __ and Girls __

113, 9

RESULTS: Feelings/nurturing- Boys __ and Girls __

0, 66

RESULTS: Discourse analysis showed the names if toys reflected __ __

Gender stereotypes

RESULTS: Boys toys reflected __ often whilst girls toys reflected nurturing qualities

Size

RESULTS: Exaggerated __ voice over- deep, loud, aggressive

Male

RESULTS: Exaggerated __ voice over- high pitched and sing songy

Female

RESULTS: Boys tended to speak first and girls tended to respond __ to what they said

Positively

RESULTS: __% of girl adverts had children speaking in turn whereas __% of boy adverts did

50, 25

CON: the language in children’s adverts uses notions that reinforce __ __ rather than minimising or challenging gender stereotypes

Gender polarisation

CON: Toy makers and their advertisers may __ recycle gender stereotypes due to the effectiveness of encouraging consumerism in children

Unconsciously

CON: Toy makers and their advertisers may __ avoid associating girl toys with power or their potential to transfer power to females

Consciously