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Johnson and Young - Gendered Voices in Children Advertising (Results (Boy…
Johnson and Young - Gendered Voices in Children Advertising
Research method
Content analysis: observations made indirectly by looking at video tapes (for example)
Sample
Children's television programmes in cartoon genre. New England stations and Nickelodeon in 96, 97 and 99
15 30 min programmes 96-97, 24 30 min in 99
478 commercials
Procedure
Catergorised into food, toys, education, recreational eg. McDonald's, video and movie promotions
Toy adverts catergorised into 3
Adverts targeted to boys where boys were depicted
Adverts targeted to girls where girls were depicted
Adverts targeted to both either bc both genders featured or no gender content
Gender of voice-over and whether it is gender-exaggerated were considered. Male: masculine, aggressive; girls: feminine, high pitched.
Verbs used categorized: action eg fly, competition eg crush, control eg control, rule, limited activity eg beware, nurturing cuddle, love
Results
Boy oriented adverts > girls
Name of toys are gender biased eg boys Tonka Mega Chew stressed size; girls Bedtime Bottle baby signified parenting
Karate Fighters and Star Wars characters were most common for adverts for boys (37%)
Posable figures like Barbie Dolls and animal figures are most common for girls (44%)
Male voice-over in every boy or both oriented adverts
89% of voiceovers in girl oriented adverts contained female voices though some had male voices
All except 12 had adult voices
Exaggerated gender voices used 80% in boy ads, 87% in girl ads, tho no comment for both oriented toys.
Conclusion
Ads reinforce gender polarization to certain attributes of gender stereotypes
Type of toys reinforce traditionally stereotyped ideas about play activities of boys and girls
Voice-overs generally matched toys' targeted gendered
Ads strive to accentuate gender