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- Title
Sex Differences on Televised Toy Commercials.
- Authors
Feldstein, Jerome H.; Feldstein, Sandra
- Abstract
Televised toy commercials were observed during the 1977 (N = 44) and 1978 (N = 47) Christmas holiday seasons; children shown in the commercials were classified by sex and activity or passivity. In 1977 53 boys and 37 girls were observed; 71 boys and 35 girls were shown in 1978. There were significantly more boys than girls in the 1978 sample of commercials; more commercials contained boys than girls, and there were more boys than girls per commercial. Girls were more likely to appear in a passive role than boys were in the 1977 commercials. There were significantly fewer mixed-sex commericals than expected in 1977, but not in 1978. Percentages of commercials representing 12 toy categories and percentages of boys and girls appearing within each category are described; differences between years are discussed.
- Subjects
UNITED States; CHILDREN in advertising; TELEVISION advertising; CHRISTMAS; TOY advertising; GENDER differences (Psychology); GENDER stereotypes in communication; CHILDREN'S television programs; PASSIVITY (Psychology) in children
- Publication
Sex Roles, 1982, Vol 8, Issue 6, p581
- ISSN
0360-0025
- Publication type
Article
- DOI
10.1007/BF00289892