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Dissertations / Theses on the topic 'Advertising gender'

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Published: 4 June 2021
Last updated: 6 February 2022

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1

Belinskaya, Yulia. "Outdoor Advertising and Gender Differences : Factors Influencing Perception and Attitudes." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120367.

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The thesis examines attitudes towards outdoor advertising, with strong emphasis on gender-based differences. The research intends to reveal the most influencing factors, including gender, format, different images and recall. Earlier researchers have argued that females are inclined to rate advertisements more positively than men. Five different, but interconnected studies, one content analysis and four surveys, were implicated in order to measure the responses to advertising. It is further suggested that positive attitude towards outdoor advertising affects the purchase intent. The theme of sexualised advertising is also discussed within this research. After detailed examination of the advertisements in the centre of St. Petersburg it was concluded that females’ rating is considerably more positive compared to males in the situation of high processing opportunity. However, men were more positive when respondents were asked about more general attitudes to outdoor advertising. Recall of advertising was studied within the field settings and showed that women indeed demonstrate better visual memory. Such factors as format, content were proved to have influence on the recall. In addition, different visual preferences were tested within one study. The findings prove that gender differences in perception of outdoor advertising do exist and should be taken into consideration by advertisers in order to raise the effectiveness of advertising campaigns.
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Yan, Xing Yu. "Advertising avoidance on video website :Studying stimulus manipulation and gender effects." Thesis, University of Macau, 2018. http://umaclib3.umac.mo/record=b3952589.

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3

Kwan, Lai-shan Clare, and 關麗珊. "Fashioning gender." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2004. http://hub.hku.hk/bib/B29781164.

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4

Ford, Jennifer. "Fashion Advertising, Men’s Magazines, and Sex in Advertising: A Critical-Interpretive Study." Scholar Commons, 2008. https://scholarcommons.usf.edu/etd/246.

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This study examines sexualized portrayals of women in fashion advertising found in metro-sexual men's magazines as visual rhetoric. Historically, studies on sexual images of women in advertising have focused on content analyses of these images and how they affect women. This study asks how sexualized imagery of women functions rhetorically as part of a branding message designed to sell products. The exemplar advertisements were chosen specifically for their sexual imagery from an earlier study by the researcher on sexual images of women in fashion advertisements found in men's magazines. The messages interpreted within the visuals of this study reveal a current slice of history in terms of gender and sexuality. In the case of this study the constructed "ideal" heteronormative view of gender, masculinity, femininity, and sexuality are what are for sale; they are the merchandise to be purchased. Women are present in the exemplar ads as an accessory to prove and support heterosexual masculinity through sex, as if to ward off any ideas that metro-sexual men may be anything but heterosexual. Though we cannot generalize beyond these five magazine ads, we can think of the exemplar ads as a small sample of contemporary culture. The narratives of these ads suggest that man continues to be the prevailing figure in terms of importance and power relative to woman, who is subordinate to man. This thesis supports prior research on women in advertising where men are more important than women, and the ads in this thesis continue to define masculinity and femininity in classic patriarchal and heterosexual terms. However, this thesis adds important critical-interpretative work through visual rhetorical analysis on advertising in men's metro-sexual magazines to a body of research that includes very little of such work.
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Abdul-Ghani, Aniswal. "The language of advertising : a contrastive study of advertising texts in British English, Malaysian English and Malay." Thesis, University of Surrey, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.322546.

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6

Ji, Hong. "Advertising appeals and gender images in Shishang Cosmopolitan and Shishang Esquire : a longitudinal and cross-cultural analysis /." View abstract, 2005. http://wwwlib.umi.com/dissertations/fullcit/3203333.

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7

Nowosenetz, Tessa. "The construction of masculinity and femininity in alcohol advertisements in men's magazines in South Africa a discourse analysis /." Pretoria : [s.n.], 2007. http://upetd.up.ac.za/thesis/available/etd-09302008-084418.

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8

Holladay, John Nicholas. "Portrayals of Power: A Content Analysis of Gender Dominance in Magazine Advertisements." TopSCHOLAR®, 2010. http://digitalcommons.wku.edu/theses/166.

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Advertisers use sexual imagery to attract attention to their messages and to demonstrate the "outcomes" of buying and using the brand. In addition to receiving information about a product, we subconsciously process the entire advertisement. Vicarious learning emphasizes that individuals not only learn from their own experiences but also from observing others. However, vicarious learning also influences the judgment and values of an individual. This study focuses on the portrayal of gender dominance in such advertisements. The magazines chosen for the study are three predominantly female magazines and three predominantly male magazines. Six issues from each magazine were sampled and only advertisements that fit the criteria of the study were utilized. A total of 202 advertisements displaying 244 male and female interactions were coded. The results of the content analysis indicated that advertisements featuring male and female actors interacting portrayed the female actor in the dominant role more often than the male actor. Females were found to be the dominant actors in most predominantly women’s magazines; however, males were displayed as the dominant actors in most predominantly men’s magazines. The findings from this study support the importance and significance of social learning and modeling. Based on the results of this study, the dominant and submissive cues displayed in advertisements provide learning behaviors for consumers.
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Liu, Yan Yu Tracy. "Talking about offensive advertising in focus group contexts : a discursive approach to attitudes, gender, and communication." HKBU Institutional Repository, 2012. https://repository.hkbu.edu.hk/etd_ra/1420.

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10

Kim, Kwangok. "Developing a stereotype index of gender role stereotypes in television advertising /." Available to subscribers only, 2005. http://proquest.umi.com/pqdweb?did=1068248591&sid=25&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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11

Nusz, Andrew K. "THE THIRD-PERSON EFFECT AND CANDIDATE GENDER IN NEGATIVE POLITICAL ADVERTISING." University of Cincinnati / OhioLINK, 2001. http://rave.ohiolink.edu/etdc/view?acc_num=ucin998423655.

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12

Studer, Nanina. "Women Sell Mascara, Men Sell Machines? : A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-170347.

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This study analyzes gender portrayals in Swiss prime-time television advertising with regard to gender stereotypes. A content analysis of 449 characters of 412 distinct advertisements sampled from four selected German-speaking TV channels in Switzerland was carried out. Characters in the ads were coded for physical appearance, sexualization, social role, and occupation. The data show significant variations between the representation of women and men in all four aspects. An international comparison of the gender portrayals used in Swiss advertising suggests that they are almost identical to internationally used stereotypes. Only small deviances occur, such as the portrayal of both women and men in a home setting, an equal share of female and male characters doing housework, and no differences in the arguments given by women and men on why to use a product they advertise.
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13

Lester, Andrew James. "Advertising agency diversity and multiculturalism in television commercials." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/30617.

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Millions of people in South Africa watch television commercials on a daily basis. Advertising either shapes or reflects society. Either way, the relationship between diversity in advertising agencies and the diversity reflected in the work they produce is important in South Africa. This research is exploratory and qualitative. Four case studies were conducted which entailed four campaigns (two from each agency) and two clients (one per agency). There were ten commercial outputs from the four campaigns. Content analysis was conducted on the commercials with particular reference to the portrayal of age, gender and race. Creative team members from each of the four creative teams were interviewed, as well as other staff from agency and the clients. In total 27 in-depth interviews were conducted. Cross case analysis sought to identify relationships between creative team level diversity and multiculturalism in creative outputs, as well as emerging themes or explanatory factors. This revealed that creative teams’ race and gender diversity appeared to have an influence on the portrayal of race and gender in television commercials. Age in advertising agencies and agency creative outputs was consistently youthful across all four campaigns. Market segmentation and targeting using age, gender and race emerged as a contributory factor. Diversity in creative teams appeared to have an influence on the depiction of diversity in commercials, and larger more diverse teams emerged as a possible mechanism for targeting multicultural audiences.
Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
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14

Stewart, Millar Melanie. "The mechanics of domestic power, gender, technology and advertising since the 1970s." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2001. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp05/NQ66365.pdf.

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15

Allen, Charlotte. "Stereotypes in Retail Print Advertising: The Effects of Gender and Physical Appearance on Consumer Perceptions." Thesis, University of North Texas, 2001. https://digital.library.unt.edu/ark:/67531/metadc3069/.

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The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for companies seeking effective ways to inform and persuade the consumer. Consequently, retailers need to develop creative message strategies and tactics that will positively affect consumer attitudes. One particular tactic available to retailers is the use of a spokesperson in the advertisement. Salespersons are used in numerous advertisements and can provide key benefits to an advertiser. However, to maximize these benefits, retailers need to carefully select the spokesperson that will be most effective for their store and product. This purpose of this research is to examine the characteristics that influence consumers' perceptions of print advertisements that include a spokesperson in the advertisement. Most of the past literature concerning spokespersons has concentrated on the consumer perspective of meeting and interacting with a living, breathing person. This research seeks to use the past research on salespeople to examine the spokesperson as a cue in a print advertisement. In this perspective, the consumer views the spokesperson from a visual-only perspective. The proposed experiment will utilize print advertisements from two retail businesses. More specifically the study will investigate how consumers react if the individual viewed in the advertisement is typical (matches with their preconceived stereotype) or if the salesperson is atypical (does not match with their preconceived stereotype). This research also examines how men and women are viewed differently in the spokesperson role and how changes in physical appearance may impact consumers' perceptions. The research also studies the influence of spokesperson stereotypes on consumers' cognitive responses.
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16

Martinson, Melissa M. "Visual depictions of gender in parent magazines." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5627.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 8, 2008) Includes bibliographical references.
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17

Åhlund, Angelica. ""Girl Power in Advertising" : A qualitative study of how postfeminism and intersectionality are appropriated in two advertising campaigns." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157165.

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Advertising is increasingly, and has become one of the most powerful forms of global communication. It is one of the most influential tools in spreading ideas about gender, ethnicity and sexuality that create perceptions. Advertising has becoming increasingly global due to the globalization of the Western society and culture. This creates a need for intersectional awareness in advertising in order to avoid communicating inequalities. This bachelor thesis examines and analyze how femininities are articulated in advertising that exists within the contemporary context of popular feminism. Specifically, it offers an analysis of how postfeminism as a contemporary formation of feminism informs these advertising campaigns. The study examines two visual commercials, one from Adidas Originals and one from H&M. A multimodal semiotic analysis was used to analyze the empirical material in order to find out its meanings. The result indicates that the two advertising campaigns from H&M and Adidas Originals presents various and diverse forms of femininities by showcasing women with different looks, bodies and ethnicities. H&M’s commercial showcase women who are seen as empowered, confident and who acts out in different environments. Adidas Originals rather puts emphasis on showcasing women and men who speaks about issues concerning gender, body image and ethnicity. Both campaigns, it is argued, articulate and negotiate a discourse of postfeminism.
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18

Harper, Savannah. "The Masculinity Masquerade: the Portrayal of Men in Modern Advertising." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc283789/.

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The depiction of gender in advertising is a topic of continuous discussion and research. The present study adds to past findings with an updated look at how men are represented in U.S. advertising media and the real effects these portrayals have on the male population under the theoretical framework of hegemony and social cognitive theory. This research is triangulated with a textual analysis of the ads found in the March 2013 editions of four popular print publications and three focus group sessions separated by sex (two all-male, one all-female), each of which is composed of a racially diverse group of undergraduate journalism and communications students from a large Southwestern university. The results of the textual analysis reveal little ethnic or physical diversity among male figures in advertising and distinguish six main profiles of masculinity, the most frequent of which is described as the "sophisticated man." The focus groups identify depictions of extreme muscularity and stereotypical male incompetence as the most negative representations, while humorous and hyperbolic portrayals of sexual prowess and hyper-masculinity are viewed positively as effective means of marketing to men.
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19

Jörninge, Fridha. "The Language of Advertising : A qualitative study of gender representation in print advertisements." Thesis, Högskolan i Halmstad, Sektionen för humaniora (HUM), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26604.

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The purpose of this essay was to investigate and highlight the strengths and shortcomings of Critical Discourse Analysis and Feminist Critical Discourse Analysis when used as an analytical tool. By comparing the representation of women and men in print advertisements, and how there may be a difference in language being used to describe both genders, including the use of sexist language, a critique of CDA and FCDA could be established. In order to establish this all areas of the advertisements had to be taken into account, including layout and images used. The ads were read and interpreted through CDA and FCDA in order to investigate and identify the strengths, and any shortcomings, of the theories. The investigation shows that, although CDA and FCDA scholars could argue that women tended to be described in a more sexist manner overall, a counterargument could also be made on most accounts. The argument which supported sexism was especially observable through how women’s bodies were more often fragmented in images and positioned in more sexual positions, but also how the advertisements not only reinforced stereotypes as well as using distinctly negative language in their descriptions. However, gender stereotyping against men in the ads was also prevalent, which allowed an argument against CDA and FCDA’s theories about existing power struggles. Although the investigation did manage to substantiate the critique regarding how CDA and FCDA view the differences in gender representations, therefore fulfilling its aim, perhaps a more accurate result would have been possible to achieve if more print advertisements had been used in the investigation. However, this was not possible due to the qualitative nature of the investigation.
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20

Roxenmo, Mikaela. "Only for men - two analyses of Dressman's advertising." Thesis, Uppsala University, Department of Information Science, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-6045.

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Purpose/Aim : My purpose with this essay is to analyse what men and women think is sexist in TV advertising. I have decided to focus my studie on Dressmann's advertising October- November 2004. I will do interviews with four different groups, two women groups and two men groups, which will include 3-4 people each. The two women groups have persons with an age between 20-30 and one with women older then 30. The men groups have also been divided into two similar groups. After this interviews I will do a semiotics analysis of three of Dressmann's tv-commercials, that I have choosen, who will confirm my hypothesis that it exists sex gender in commercial.

Material/Method: The primary data is four interviews with 14 people who are heterogeneous in age. I have also done a semiotic analysis of three commercial movies. I will begin my analysis to analyse the result from the interviews. Then I will analyse the results from the commercial advertises and finally combine these two results and use them in my conclusion.

Main Results: The result of my essay is that men and women have different point of view if the Dressmann's advertising is sexist or not. The younger generation of women do not accept these kind of advertisement and they think that advertising should not have sex allusion. They were more critical in comparison with the older women who thought that it existed more critical commercial. They thought that commercial for kids was worse then the Dressmann's advertising. The men´s opinion was that they thought that the commercial is sexy and not sexist. So they have no problem with it, becuase they think that men appreciate this kind of advertis because it´s sexy. To sum up, there is only one group who dislike this commercial and it was the younger generation of women.

Keywords: Dressmann, sexy advertising, gender

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21

Asztalos, Joanne G. "Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior." Morgantown, W. Va. : [West Virginia University Libraries], 2003. http://etd.wvu.edu/templates/showETD.cfm?recnum=3209.

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22

Eliasson, Caroline. "Language and gender as reflected in the advertisements of wedding magazines." Thesis, University of Kalmar, School of Human Sciences, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-696.

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The aim of this paper was to investigate what linguistic markers indicate that wedding magazines are written for women. The advertisements were divided into groups according to the target of the product advertized: targeted at women, at men and at both men and women. It was determined that the majority of the advertisements were aimed at women.

All the advertisements were checked for certain linguistic features: adverbs, evaluative and non- evaluative adjectives, gender marked words and titles. Since the material comprised very few advertisements targeted at men, the focus is on advertisements for women and advertisements targeted at both men and women.

The results of the study show that the language in the magazines confirms that they are aimed at women. Therefore, this paper can come to the conclusion that wedding magazines are for women, both in terms of language, which this paper investigated, pictures and the products advertised.

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23

Bosáková, Júlia. "Výynam kultúrneho podmienenia mužských a ženských rolí v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72699.

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This Diploma thesis is written on a topic of reflection of gender and cultural aspects in marketing communication. It points out expressions and impacts these aspects have on advertisement as one part of marketing communication. Terms relevant to this topic are definied in a theoretical part of the thesis. Practical part includes own research based on questionnaire research combined with content analysis of TV spots that were a base for reviewing the differences between using men and women in Czech and Spanish advertisement. Final conclusion offers a summary of acquired knowledge from a gender within two different cultures.
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24

Hedström, Jakob, and Johanna Karlsson. "Consumers' Attitudes Toward Sexual Appeal in Advertising." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64435.

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To use sexual messages in advertisements are becoming more common by each day, it is known as a method that can be highly effective to influence consumers’ attitudes. However, it is important to carefully consider how the appeal is used as high levels of sexual appeal can be perceived as unethical or offensive to consumers. Several factors are influential on consumers’ attitudes to sexual appeal in advertising. The focus of this study is laid upon the following five factors when it comes to sexual appeal in advertising: level of nudity, gender of the consumer, gender of the model, culture and personality of the consumer.  This thesis examines how young consumers from Canada, Hong Kong and Sweden in the age span between 18–24 years differ in their attitude toward sexual advertisement, connected to the previous mentioned factors. This was done by concluding semi-structured interviews with male and female students from each nation, where they expressed their opinions about sexual commercials. It was found that female participants had a moral dilemma when it came to high levels of sexual appeal. Some of the male respondents were found to be uncomfortable when being exposed to high levels of male nudity, which could be neutralized by including a female model. Furthermore it was found that the personality of the respondent affected how he or she reacted to the shown advertisement.  The findings of this study could be of good use to marketers and advertisers as they do not need to adapt their advertisements to each geographical market to the same extent as it possibly was believed before, as long the targeted group consists of younger consumers.
Användandet av sexuella meddelanden i reklam blir mer och mer populärt varje dag, denna marknadsföringsmetod är väldigt effektiv när det kommer till att påverka konsumenters attityder. Det är dock väldigt viktigt att ta hänsyn till hur det används då höga nivåer av sexuellt innehåll kan uppfattas som oetiskt eller kränkande bland konsumenter. Ett flertal faktorer påverkar konsumenters attityder till sexuell reklam. Denna studie fokuserar på följande fem faktorer när det kommer till sexuell reklam: nakenhetsnivå konsumentens kön, modellens kön, kultur och konsumentens personlighet. Denna uppsats utvärderar hur unga konsumenter från Kanada, Hong Kong och Sverige i åldersspannet 18–24 år varierar i sina attityder till sexuell reklam, kopplat till tidigare nämnda faktorer. Detta möjliggjordes genom semistrukturerade intervjuer med manliga och kvinnliga studenter från varje land, där de uttryckte sina åsikter om sexuella reklambilder. Studien resulterade i att de kvinnliga respondenterna hade ett moraliskt dilemma när det kom till höga nivåer av sexuell reklam. En del av de manliga respondenterna blev obekväma när de exponerades för höga nivåer av manlig nakenhet, vilket kunde neutraliseras av att inkludera en kvinnlig modell. Studien fann även att respondentens personlighet påverkade hur han eller hon reagerade mot den visade reklamen. Resultaten av denna studie kan komma till god användning för marknadsförare och annonsörer då de som tidigare trott, inte behöver anpassa sina reklamer till varje geografisk marknad, så länge som den tilltänkta kundgruppen består av unga konsumenter.
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Kailing, Danielle W., and Peggy PhD Cantrell. "TRADITIONAL MASCULINITY & ADVERTISING IMAGE APPROVAL." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/honors/191.

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This project investigates the relationship between adherence to traditional masculinity and approval of selected advertising images. Because traditional masculinity includes characteristics supportive of aggression and dominance; I hypothesize that an increase in adherence to traditional masculinity will correlate with approval of the violence found in some print advertisements. Participants include 259 men who completed an anonymous, online, survey. Adherence to masculinity is measured using the Male Role Norm Inventory-Revised (MRNI-R) (Levant, et. al, 2007). Each picture is scored on a 5-point Likert Scale. As hypothesized, an increase in total MRNI-R score, is significantly correlated with an increase in the approval of the depiction of women, men and male/female interactions, with (r=.340, a=0.01) (r=.244, a=0.01) (r=.360, a=0.01), respectively. The results indicate that men reporting adherence to traditional masculinity also see violence in advertising positively. Future research should further examine marketing and its relationship with gender role acquisition, and violence in intimate partners.
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Pisciotta, Maura Kathleen. "Gendering Gardasil: Framing Gender and Sexuality in Media Representations of the HPV Vaccine." PDXScholar, 2012. https://pdxscholar.library.pdx.edu/open_access_etds/807.

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In an age of biomedicine, technologies, drugs, and treatments are expanding in new and diverse ways. Especially relevant to biomedicalization and this research is how such information is conveyed to the public through the media. Medical information is omnipresent in the media through direct-to-consumer (DTC) advertising and regular coverage of health topics in the news. The accessibility and proliferation of medical information provides an important opportunity to examine the ways in which these topics are framed in the media. This research specifically examines the framing of the HPV vaccine, Gardasil in the mass media. In this study, I explore how Gardasil was framed, how gender and sexuality were utilized within such frames, and what groups influenced these frames. I employ frame analysis to examine the presentation of Gardasil in the mass media. Due to the vaccine's intricate connection to gender and sexuality, I examine how these dimensions are utilized and reproduced in such frames. Gardasil was originally approved only for women, making gender a salient aspect of the vaccine. The current body of research examining Gardasil in the media presents data from the time the vaccine was only available to women. Now that the HPV vaccine is approved for men, this research seeks to contribute to a more comprehensive understanding of how Gardasil was framed in the media now that it is available to men and women. And given that Gardasil prevents a sexually transmitted infection (STI) in men and women, it is uniquely tied to issues of sexuality. To analyze Gardasil in the media, I examine newspaper articles, magazine articles, and media representations from stakeholder groups, including DTC advertising, official statements, and group websites. Analysis of key sources indicates that Merck dominated the framing of the vaccine in DTC advertisements and the news media, illustrating the power of the pharmaceutical industry. Findings indicate that the initial marketing of Gardasil constructed the vaccine as uniquely tied to femininity and later, women's empowerment. However, once the drug was approved for men, messages were reframed to appeal to a wider audience. Overall, the media continued to frame the vaccine specifically for women, further constructing HPV as a "woman's disease." The dominant focus on women concomitantly silenced the sexual health of men and sexual minorities. In conclusion, the marketing, discourse, and structural elements of Gardasil make it less accessible to those most in need, therefore contributing to the ongoing problem of cervical cancer and HPV.
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Tang, Yan Hing Alvin. "An analysis of figure improvement advertisements for different target genders on printed matters." HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/648.

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LeCoe-Cannucci, Kathleen Dianne. "Social construction of sexual equality in distilled beverage advertising." PDXScholar, 1989. https://pdxscholar.library.pdx.edu/open_access_etds/4058.

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One aspect of the role of advertising in the process of maintaining and reinforcing or challenging the socially constructed worlds of maleness and femaleness, and especially the portrayal of the "woman's place," was explored in this study.
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Nixon, Yerxa Faith (Faith Ruth) Carleton University Dissertation Canadian Studies. "The good, the bad and the ugly: gender portrayal in advertising in CRTC regulated television." Ottawa, 1995.

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Alonso, Rodríguez Marta, and Anne-Gaëlle Calmès. "Advertising and the role of gender : A study of Sweden,France and Spain magazine advertisements." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31693.

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The gender portrayals study aims to understanding how the roles of men and women are portrayed in magazine advertisements. This has been an issue investigated over the past decades as companies try to achieve a higher level of sales of their products and services and the gender issue influences in how this companies plan one advertising program or another. However, there is a debate among authors: some of them believe that advertising reflects what is already on society and others express that advertisers use the most convenient reality to sell their products. Thus, it makes us wonder what is the actual truth behind this debate. This thesis tries to answer the question of how men and women are portrayed in advertising campaigns. There are several studies on gender portrayals across countries but none that compares France, Spain and Sweden. This thesis tries to fill this gap.   The study is conducted following Hofstede framework that classifies countries whether masculine or feminine, and is completed by analyzing the data gathered from four magazines of these three countries. We classified this data following Courtney and Lockeretz classification scheme and analyzed the data obtained with theories of some other authors.   The results of this thesis show that males were dominant among working roles while females were in non-working roles. The findings might not add a huge contribution to this field of study but may be used as guiding tool for further research.
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Bagewitz, Maria. "Det är svårt att lära en gammal hund sitta : En jämförande studie mellan högstadieelevers och gymnasieelevers syn på jämställdhet." Thesis, Linnéuniversitetet, Institutionen för statsvetenskap (ST), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26477.

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The aim of this research is to do a comparison between students’ view of equality in secondary school and in gymnasium. The research begins with four focus groups, two on each grade to conduct material. The focus groups with girls and boys were separated from each other. With help from the researcher, acting as a moderator in the focus groups, the students have discussed advertisement and what message it convey. The students have also discussed their view of femininity and masculinity. With its starting point in separate maintenance and hierarchy, the theory of gender was discussed and connected to the result of the research. The conducted material was further on analyzed to be able to find out if the school can affect the students’ thoughts about equality. The conducted material from the focus groups was compared between boys and girls and also between the two grades.
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Bonham, Lorie N. "Gender Images and Power in Magazine Advertisements: The Consciousness Scale Revisited." Digital Archive @ GSU, 2005. http://digitalarchive.gsu.edu/communication_theses/1.

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This study re-evaluates the Consciousness Scale originally formulated by Pingree et al. in 1976. The element of assumed power was added to the Consciousness Scale, which was then used to evaluate 516 magazine advertisements from 1999 to determine if the Consciousness Scale still accurately evaluates sexism in media. A set of advertisements was culled which had contradictory Consciousness Scale and power ratings. The set was evaluated, revealing common themes, which created difficulty in coding these modern images. The study revealed that while the Consciousness Scale can still provide a valuable tool in evaluating media images, the change in the social dynamic of women as well as minorities and how advertisers portray them must be taken into account. The element of power as well as a more nuanced reading of each level of the Consciousness Scale creates a more modern and complex evaluation of gender images in the media.
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Yannopoulou, Natalia Helen. "The interpretation of print advertising : how interpretive communities based on gender and social class interpret advertisements." Thesis, University of Warwick, 2008. http://wrap.warwick.ac.uk/1092/.

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The aim of this study is to explore how interpretive communities based on gender and social class interpret advertisements. By distinguishing between open and closed text advertisements on one hand and by considering audience as active viewers of marketing communication on the other, this research explores, the symbolic meanings that are drawn by people when consuming an advertisement. A reader-response/reception theory approach was adopted, because it offers insights into the relationship between language, meaning and consumption, while it also emphasizes the meanings that consumers draw from advertisements. Moreover in depth interviews’ method has been selected for the data collection, since it gives us the opportunity to capture the rich and complex interplay between elements of the advertisement and consumer responses, by exploring how print advertisements are being individually decoded. Findings of the in-depth interviews indicate that people of different genders and from different social classes do interpret print advertisements in different ways. The main themes that emerged during the data analysis are the following: i. Male participants approach the advertisement in a descriptive way. ii. Male participants concentrate on the parts of the advertisement and attempt to solve the puzzle. iii. Female participants approach the advertisement in an interpretive way. iv. Female participants look into the whole of the advertisement and use it as a stimulus to think, imagine and create fantasies. v. Working class participants approach advertisements in an implicit way. vi. Middle social class participants approach advertisements in an explicit way. The research implication of this study lies in capturing how interpretive communities interpret advertisements and analysing the symbolic meanings that are drawn by them. The managerial contribution includes suggestions for the search and formation of more successfully targeted messages, in order to be successfully communicated to multiple target groups.
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Hofmann, Jan. "Gender Representation in TV Advertising regarding Social Interaction : The Construction of Stereotypes through Symbolism and Connotations." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-31097.

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Gender representation is a frequently addressed field within media and communication studies in general and in the subject of TV advertising in particular. Previous research mainly focused on the detection of commonly exploited stereotypes that are used to portray women and men respectively. Much emphasize has been placed on the relationship between the sexes regarding social roles and professions, embedded in a cultural and ideological context. The purpose of this scientific work however is to examine how the construction of gender stereotypes in media takes place, which practices are used to connote meaning. Using a qualitative method, namely a visual discourse analysis, the aim of the study is to unveil subtle but also obvious symbols and characteristics that are used to represent feminine and masculine traits respectively in order to expand the current body of research. This proceeding marks an approach to have a closer look at the social interaction of females and males in TV advertisements in order to get an insight in the allocation of power and subsequently, social roles. Four TV advertisements are used as objects of investigation. As a theoretical fundament, the gender theories of sexism, masculinism and feminism are introduced. The findings suggest that the representation of women and men still follows strong patterns of stereotyping, not just on the level of role allocation but also on a behavioral level. However, the study comes to the conclusion that an asymmetric treatment of the sexes is not necessarily the result of gender stereotyping; in the case, both sexes are stereotyped similarly, not depicting either men or women dominating their counterparts in a global context.
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Blanchette, Emily Elizabeth. "Selling the Mechanized Household to Black America: Race and Gender in Domestic Technology Advertising, 1945-1980." Thesis, Virginia Tech, 2011. http://hdl.handle.net/10919/31091.

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In the twentieth century, the target market for household technologies was identified and labeled "Mrs. Consumer," and the lifestyle, values, and ideals attributed to her guided household technology marketing throughout the century. Bonnie Fox conducted an investigation into household technology marketing techniques, using advertisements in Ladies Home Journal (LHJ) as her source material. I argue here that, because of the homogenous, mostly-white readership of LHJ, Fox's use of only LHJ advertisements limited some of the conclusions she could draw about Mrs. Consumer's lifestyle, values, and ideals. This thesis studies household technology advertisements in Ebony magazine and current literature about the black American experience to identify the impact of including race in the evaluation of household technology advertising in twentieth century America. In particular, this thesis addresses Mrs. Consumer's extensibility across race; Ebony's household technology advertisements' treatment of segregation, integration, assimilation, and racial pride; and those advertisements' handling of the public opinion that the twentieth century American black family structure was "pathological." This research identifies similarities and differences between the advertisement practices in Ebony and LHJ in those areas of interest, concluding that the black American housewife's home experience was more likely to be divergent from Mrs. Consumer's attributed reality and that Ebony's advertisers tended toward the aspirational when modeling and scripting household technology advertisements.
Master of Science
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Rivers, Anita Elaine. "The role of the African-American in advertising." CSUSB ScholarWorks, 1991. https://scholarworks.lib.csusb.edu/etd-project/589.

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Sofia, Karlsson. "Advertising as Discourse : A study of print advertisements published in The New Yorker." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45406.

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In this thesis, I am concerned with the language of advertising. By analyzing advertising from a discourse perspective, this paper further examines the context of communication and the participants’ roles in the context. This study focuses on commercial advertising, based on the assumption that the intended meaning of the advertiser is to persuade the viewer to perform a purchase. Therefore this study observes persuasive messages and how they are presented in advertising. To analyze and compare real texts from a discourse perspective present an opportunityto examine social changes that might have taken place in a society due to different temporal settings. The social changes are examined by comparing assigned gender roles in advertisements published in 1956 and advertisements published in 2014. The material consists of a total of eleven transcripts description of printed advertisements collected from The New Yorker. The examples used for this study have been hand picked to illustrate theories described in the background, such as those provided by Leech (1966), Hermerén (1999), Romaine (1999), Cronin (2000) and Hillier (2004). The framework for the analysis is based on Leech’s (1966) concept of primary and secondary situations with corresponding primary and secondary participants. The findings suggest that advertisers can persuade the viewer by addressing the viewer directly and by using exophoric references, or by inserting secondary participants to convey the message. In addition, the assigned role of women seems to have changed more than the assigned role of men in advertising discourse.
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Di, Domenico Joanna E. "Advertising in Italian women's magazines 1915-1980 : gender and evolving ideologies of the middle-class Italian woman." Thesis, University of Strathclyde, 2004. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21550.

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Advertising is one of the oldest methods of communicating messages and ideas. Its role in twentieth century consumer culture in Italy has evolved from one of limitations of media and message to one that uses all types of media and pervades every aspect of daily life. Advertising in women's magazines is a cornerstone of this development. As such, this analysis of advertising in Italian middle-class women's magazines reveals its role in shaping the changing attitudes of Italian women who, throughout the twentieth century, have been core consumers for themselves and for their families. The analysis of specific consumer categories over the 1915 to 1980 time frame, elicits a consideration of fundamental socio-economic contextual factors, which are of interest in terms of how they affect the interpretations that women attach to advertisements throughout this significant period. This interconnected semiotic and contextual analysis is conducted in depth on a selection of product and brand-specific advertisements in these magazines, previous studies of which tended to be from particular ideological orientations without detailed analysis of the advertisements themselves. Alternatively, those few studies with a greater semiotic focus tended to limit consideration of contextual factors to a restricted time frame. This thesis attempts to bridge this gap by means of a detailed analysis of the language and images utilised in a number of advertisements over a crucial, extended historical period. In so doing, the analysis considers both the degree of divergence and of convergence in the advertising discourses within these magazines, from the dominant visions and ideologies of Italian womanhood of a particular period. In analysing the extent of such divergence or convergence, a number of factors are necessarily incorporated into the framework when examining the role played by advertising in Italian middle-class women's magazines. These are based upon the fact that the advertisements became increasingly important as vehicles for transmitting social and cultural messages that even went beyond the intended consumer-oriented messages of the advertisers. In examining these messages, this thesis stimulates a rethinking of sociocultural and ideological issues in a period of transition for Italian women and society.
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Chao, Wanping. "Gender-role portrayals in Taiwan's television commercials a content analysis of Times Advertising Award winners 1997-2002 /." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0010556.

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Gregory, Michele Rene. "Women on the line : an ethnographic study of gender and sexuality in the advertising and computing industries." Thesis, University College London (University of London), 2003. http://discovery.ucl.ac.uk/10019810/.

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This thesis reports on an empirical study of the positioning of highly skilled women and men in the UK advertising and computing industries of the late 1980s. Within each industry there was a both a 'dominant culture' and a 'support culture', with some jobs more prestigious, better paid and male dominated and others peripheral and often female dominated. Moreover, there was also differentiation inside the dominant and the support culture in each industry, with women and men constructed as different sorts of workers and hence seen as better suited to particular jobs/locations. Although employers may present these as 'essential' characteristics, they are, in fact, socially constructed and part of the constant reconstruction of gender divisions. Analysis of the processes of construction of gender and sexuality and work in both industries showed a number of constantly referenced themes. These could be grouped under three broad headings: homogeneity, homosociability and heterosexuality. Homogeneity concerns individuals' perceived leadership, aggression, involvement in office politics and availability and is fundamental to employers' judgement of the suitability of individuals for work, especially for executive positions in the dominant culture. Homosociability covers involvement in male networks, the locker room, humour and banter and is also vital to employers' selection of employees for key positions in service economies where one of the most important skills is the ability to socialise in the ways of the dominant culture(s). Heterosexuality involves men's use of women's sexuality at work, women using their sexuality on the job and the relationship between heterosexuality and the production process. Although previous literature has cited the importance of some of these elements in explaining men's dominance as senior level employees, writers have not shown clearly their basis in employers' use of power, nor how they benefit men throughout the production process. By examining two growing service industries and identifying the three distinct elements, this thesis provides significant insights into the often overlooked area of gender and management and contributes particularly to the ongoing debate on the extent of sexual coercion at work.
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41

Lewis, Ioni M. "Factors influencing the effectiveness of advertising countermeasures in road safety." Queensland University of Technology, 2008. http://eprints.qut.edu.au/16660/.

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The current program of research contributes to the World Health Organisation's (WHO, 2004) recent call to pool global resources in the attempt to uncover the most effective countermeasures and polices for the prevention of road trauma. Specifically, this program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. The research focused upon the cognitive constructs of response efficacy (i.e., the extent to which a message incorporates coping strategies and information as well as the extent that individuals' perceive a message as incorporating such coping strategies and information) and involvement (i.e., the extent to which individuals perceive an issue or message as personally relevant and/or as being at risk of experiencing).----- The research program may be conceptualised as three stages, with each stage comprised of an empirical study and one or more manuscripts. The first stage of the research explored the roles and effectiveness of negative and positive emotional appeals. With a substantial body of literature available on the use of fear as a persuasive strategy, Paper One reviewed the theoretical and empirical evidence relating to the function and effectiveness of such appeals. This paper highlighted the mixed findings that have been reported and the controversy surrounding the nature of the fear-persuasion relationship. This paper also highlighted the importance of cognitive components of a message and, in particular, the need to incorporate high levels of response efficacy and to be cognisant of the issue of threat and message relevance.----- Paper Two was based on qualitative research derived from focus groups of licensed drivers (N = 16). The study investigated the roles and effectiveness of positive and negative emotional appeals in road safety advertisements addressing speeding and drink driving. The results suggested that positive and negative emotional appeals may serve different functions. Positive emotional appeals were regarded as a potentially efficacious means of promoting the message of prevention and to model safe behaviour and the rewards received whereas negative emotional appeals were regarded an important way to remind drivers of the dangers of driving.----- The second stage of the research program endeavoured to extend upon the findings reported in the first stage by providing an empirical comparison of positive, humorous appeals and negative, fear-based appeals on a range of outcome measures and over time. In Paper Three, the type of emotional appeal (positive/humorous, negative/fear), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 mixed group design. Licensed drivers (N = 201) completed either a paper-and-pencil or internet-based version of a questionnaire. Prior to the anti-drink driving television advertisements being shown, pre-exposure were assessed. Attitudes and intentions were then assessed immediately after exposure and attitudes, intentions, and behaviour, 2 to 4 weeks later. The results provided evidence of the greater persuasiveness of negative appeals immediately after exposure and greater improvement of positive appeals over time. Also, the results highlighted the importance of high levels of response efficacy, irrespective of emotional appeal type. Paper Three also supported and extended upon earlier findings by examining third-person perceptions in relation to positive, humorous emotional appeals. The results revealed that males reported significantly greater overall influence both to themselves personally, as well as other drivers in general, than females for the humorous appeals. Further, consistent with the multiple roles of affect posited by Elaboration Likelihood Model, explanations were provided for the differential effectiveness of positive and negative affect.----- An additional aim of the second stage of the research program was to clarify an important methodological issue; the sampling adequacy of traditional university student samples versus internet-based samples for health message persuasion research. Fear appeal empirical literature has been criticised for its over-reliance upon student samples. Paper Four examined the extent that the internet may function as an efficacious means of accessing drivers for road safety advertising research. The sample characteristics and results obtained from student and internet samples of drivers were compared empirically. The results provided support for the greater diversity and representativeness of the internet sample and suggested that the two sampling approaches produce equivalent results. This paper served to inform the validity of prior research and informed the choice of sampling methodologies for the subsequent research stage reported in Paper Five.----- The third stage of the research built upon the preceding stages and, most notably, broadened the scope of emotional appeals examined by comparing a range of negative and positive emotional appeals addressing the issue of speeding. Drawing upon the Rossiter-Percy (1987, 1997) motivational model, Paper Five examined two different negative and two positive emotional appeals designed as audio messages. Specifically, the type of emotional appeal (Problem Avoidance/Fear based; Problem Removal/ Agitation or annoyance-based; Social Approval/ Pride-based; and Intellectual Mastery/ Humour-based), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 fully between groups design. A range of persuasion outcome measures, including attitudes and intentions, were assessed immediately after exposure and 1 month later. Further, the study assessed adaptive (message acceptance) as well as maladaptive (message rejection) intentions. The results provided evidence of the effectiveness of humorous-based appeals for males and highlighted that appeals of the same valence (positive or negative) need not have the same persuasive effects. The results also supported the importance of response efficacy for all appeal types and highlighted that a message's overall effectiveness requires consideration of both message acceptance and rejection rates.----- Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the three studies have important theoretical and practical implications for future campaign development which are discussed.
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42

Prasad, Ambika Marshall Linda L. "Stereotype threat in India gender and leadership choices /." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-5128.

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43

Turnbull, Lindsey. "White and Black Womanhoods and Their Representations in 1920s American Advertising." Master's thesis, University of Central Florida, 2012. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5544.

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The 1920s represented a time of tension in America. Throughout the decade, marginalized groups created competing versions of a proper citizen. African-Americans sought to be included in the national fabric. Racism encouraged solidarity, but black Americans did not agree upon one method for coping with, and hopefully ending, antiblack racism. White women enjoyed new privileges and took on more roles in the public sphere. Reactionary groups like the Ku Klux Klan found these new voices unsettling and worrisome and celebrated a white, native-born, Protestant and male vision of the American citizen. Simultaneously, technological innovations allowed for advertising to flourish and spread homogenizing information regarding race, gender, values and consumption across the nation. These advertisements selectively represented these changes by channeling them into pre-existing prescriptive ideology. Mainstream ads, which were created by whites for white audiences, reinforced traditional ideas regarding black men and women and white women's roles. Even if white women were featured using technology or wearing cosmetics, they were still featured in prescribed roles as housekeepers, wives and mothers who deferred to and relied on their husbands. Black women were featured in secondary roles, as servants or mammies, if at all. Concurrently, the black press created its own representations of women. Although these representations were complex and sometimes contradictory and had to reach multiple audiences, black-created ads featured women in a variety of roles, such as entertainers, mothers and business women, but never as mammies. Then, in a decade of increased tensions, white-created ads relied on traditional portrayals of women and African-Americans while black-designed ads offered more positive, although complicated, visions of womanhood.
M.A.
Masters
History
Arts and Humanities
History; Public History
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44

Mansi, Yildirim Sarah. "The Ideal Female Body : A critical discourse analysis of shapewear advertising." Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-37563.

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This paper aimed to investigate how women, through the advertisement of U.S. shapewear brands Shapermint and Honeylove, are exposed to the ideological idea of the female body. This study's method was a three-dimensional framework developed by Norman Fairclough, which revealed ideological hidden messages about the female body in shapewear advertisement. The study discussed how the companies participate in the social practice of perfecting the female body and normalize the patriarchal demands of women. In conclusion, the study showed how popular shapewear brands with the internet's power target women in their advertisements.
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Cheung, Wai Piu. "Responsiveness to affective appeals in public service advertising : the moderating and mediating roles of gender, age, and ad-evoked emotions." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/183.

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46

McDonald, Jessica Eran. "Consumer Responses to Stereotypical vs. Non-Stereotypical Depictions of Women in Travel Advertising." Scholar Commons, 2010. http://scholarcommons.usf.edu/etd/3508.

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Women are active travel consumers, yet travel advertising notoriously depicts women stereotypically. If consumers react negatively to these stereotypical portrayals in advertising, they may disregard the ad or brand and purchase a different travel product. The purpose of this study is to determine if consumers react differently to stereotypical versus non-stereotypical depictions of women in travel advertising. The study will examine these reactions, by measuring attitude toward the ad, attitude toward the brand, purchase intention, and cognitive responses to carefully prepared advertisements that are characterized as ―stereotypical‖ or ―non-stereotypical.‖ Ads are defined as stereotypical by utilizing Goffman‘s (1979) framework for analyzing images of women in advertising. Results overwhelmingly indicate that consumers in this study display more favorable attitudes to the non-stereotypical depictions of women in travel advertising. Attitudes toward the advertising, brand, purchase intention, and cognitive responses were all significantly more favorable among the non-stereotypical advertising condition. The results have theoretical benefit to the travel advertising industry, since these findings support the affect transfer hypothesis and dual mediation hypothesis. No studies to date have examined such research in travel advertising and results indicate a possible need for action among advertisers.
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Andersson, Hanna, and Emilia Schytt. "Sexism in Advertising : A Qualitative Study of the Influence on Consumer Attitudes Towards Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35770.

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48

Ho, Yong-Ju, and 何詠筑. "The Influences of Airline’s Advertising Spokesperson Type and Advertising Spokesperson Gender on Advertising Effectiveness." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/73413202682734008624.

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碩士
國立高雄餐旅大學
運輸與休閒服務規劃碩士學位學程
101
“Advertising” is the most frequently used tool when the companies recommend their products. “Advertising spokesperson” in promoting the achievement of advertising effect plays an important role. The advertising spokesperson’s type and gender will impact the consumers who exposure to the advertising, but the few experts have done studied the impact on advertising effectiveness when hiring different types and genders in aviation industry. This report is an empirical study that compares the advertising effectiveness between six existing print advertisements with National Kaohsiung University of Hospitality and Tourism students as the study subjects. The results showed that: 1.The celebrity to serve as advertising spokesperson, the spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best. 2.As the advertising spokesperson in different gender, its spokesperson attitude, advertising attitude, purchase intention and advertising effect of advertising are no significant difference among. 3. The female celebrity to serve as advertising spokesperson, its spokesperson attitude, advertising attitude, brand attitude, purchase intention and advertising effect of advertising is the best.
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Damiano, Marietta. "Learning gender roles : advertising and children." Thesis, 2003. http://spectrum.library.concordia.ca/2096/1/MQ77654.pdf.

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This thesis investigates how children's gender identities can be constructed and developed by television programs and advertisements. Gender is being defined and taught through the marketing of toys and by the gender stereotypes presented through them. This thesis researches the impact of television on children. Some of my findings are consistent with the literature on television and children which I reviewed: that commercial television, in general, has a negative impact on children; that girls are more willing to play with boys' toys than boys are to play with girls' toys; and that both programs and commercials tend to target specifically either boys or girls, and both are presented as bi-polar stereotypes. In general I found that the commercial television world socializes children not into the broader gender identities option of postmodernity but into traditional binary sex roles: pink and blue, Barbie and Spiderman, beauty and strength, inside domestic or outside work, Venus and Mars; and children and parents seem content
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Dickenson, Amber Rena. "Gender differences and negative political advertising." 2007. http://digital.library.okstate.edu/etd/umi-okstate-2309.pdf.

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