Thin Female Characters in Children's Television Commercials: A Content Analysis of Gender Stereotype.

Hyuksoo Kim; Jungsun Ahn; Doohwang Lee

This study investigates gender stereotypical portrayals of thin female characters in children's TV commercials. The study employs Deaux and Lewis' (1984) four dimensions of female gender stereotypes: (1) physical appearance, (2) role behaviors, (3) occupations, and (4) traits. In addition, the study adds one more construct: (5) sexuality. Using these dimensions, the current study conducts a content analysis of thin female characters on commercials of children's TV. The results indicate that thin female characters are more likely to be associated with physical appearance and sexuality than characters with average and larger body figures. Similar to what studies of adultoriented media have shown, the current study finds that children's commercials also foster and reinforce gender stereotypes of thin females by focusing on external appearance (physical appearance and sexuality). The results provide important implications for policymakers and practitioners regarding gender stereotypes and the use of thin female characters.

TELEVISION advertising; ADVERTISING characters; GENDER stereotypes; APPEARANCE discrimination; CONTENT analysis

American Communication Journal, 2016, Vol 18, Issue 2, p27

1532-5865

Academic Journal