Wednesday, May 5, 2010

Children's Advertising and Gender Roles

Have you ever noticed that t.v.commercials will show boys out and about, while they often show girls in the home setting? According to the following study presented in this article," Children's Advertising And Gender Roles" the differences favor boys and limits the scenarios girls are portrayed in.

Children's Advertising And Gender Roles

Did you know?

  • Gender bias favors boys over girls in ads. Girls are more likely to show an interest in boys' products than boys in girls' products.
  • Advertisers favor using boys, even in commercials where gender neutral products are featured. Either boys and girls are used together or only boys are shown.
Especially where neutral products are concerned, mixing the gender of children in casting could only widen the opportunities for child actors as well as the social perspective of children watching from home. The data on boys promoting "girls" toys was not even discussed. Could it be seen as so far out of the question that it would not even enter the study guidelines?

With a subtly notable casting change, an advertising department could do their part to reduce and eliminate the skewed message that children receive regarding their social roles and cultural expectations.


(source: National Institue on Media and the Family,, article:

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