Semester
Fall
Date of Graduation
2003
Document Type
Thesis
Degree Type
MS
College
Reed College of Media
Department
Reed College of Media
Committee Chair
Terry Wimmer.
Abstract
This research presents an exploratory investigation on the extent of gender stereotypes portrayed in children's television commercials and the effects on consumer purchasing behavior. The author conducted two studies including a content analysis of viewing 75 children's television commercials, 25 boy, 25 girl, 25 neutral, and documenting evidence of roles, traits, activities, products, speaking parts and settings. Qualitative focus groups were then conducted to correlate the documented gender stereotypes with purchasing behaviors among children between the ages of 6--12. Major findings for this research revealed that there are many gender stereotypes in children's television commercials including the issue that male characters pitch more neutral products than female characters. Findings also revealed that gender stereotypes in commercials influence responsive behavior among boys and girls very differently.
Recommended Citation
Asztalos, Joanne G., "Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior" (2003). Graduate Theses, Dissertations, and Problem Reports. 1365.
https://researchrepository.wvu.edu/etd/1365