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Abstract

Advertising directed at children has been the topic of considerable research and debate. Several researchers have discussed the various concerns and criticisms of children's advertising, while attempting to sort out the factors likely to contribute to young readers/viewers responses to advertiser's persuasive attempts (Kolbe & Muehling, 1995). One of the main criticisms of advertising has been concerned with the use of stereotyped gender role portrayals by advertisers. This paper seeks to answer the question of whether or not gender role portrayals in advertisements featuring children are stereotypical. A review of the literature from the past couple of decades reveals that although some gender role portrayals have changed, many of them continue to be stereotypical.

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