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The impact of advertising on children: Studies (Hanley (2002) (Key…
The impact of advertising on children: Studies
Hanley (2002)
Key influencing features for imitation: behaviour easy to copy & forbidden
Key features of ads for imitation: role models & people 'getting away with it'
Kids pester adults to buy items, copy behaviour, change their attitudes
Particularly when role models involved i.e. Power rangers cause fighting
Kids mainly influenced by those around them, but also TV
Content analysis
Browne (1998)
non-verbal behaviours (dominance & control) shown by boys
Toys only shown being used by 'correct' gender
Boys shown as more knowledgeable, active and aggressive than girls
non-verbal reinforcement of stereotypical behaviour e.g. giggly girls
CA of ads aimed at children in Australia and USA
Content analysis
Welsh et al. (1979)
Voice-overs = gender of toy, male - toy for m (male) or bg (both genders), female - toy for g (girls)
loud music & sound effects for m toys, soft background music for g
Gender of actor matched to toy
serves to maintain a female stereotype; 'quiet, soft, gentle, inactive'
CA of 20 toy commercials
Content analysis
Johnson and Young (2002)
see separate mindmap
Example of qualitative research (in social area)
Looks for themes within the language used by advertisers to see if stereotypical gender roles are portrayed
It is then quantified into numerical form
Content anaylsis
Pike and Jennings (2005)
non traditional girls - said toys were for bg
traditional - said they were m toys
Kids asked to sort toys by gender - included the 2 toys in the ad
Kids shown ads for either all boys (traditional) or all girls (non-traditional) playing with a gender-neutral toy
Suggests that kids' attitudes towards gender appropriateness of toys is affected by advertising
*Experiment
Buizjen and Valkenburg (2005)
Ads watched with parents
Parental views were shared
Impact of advertising could be reduced if:
Content Analysis
Pine and Nash (2002)
showed correlation between amount of ad TV watched an no. toys asked for from Santa
Especially if they watched TV alone
Content analysis
Lewis-Jones (2009)
Gender stereotyping still exists for primary school age children
Content analysis