Children’S Responses Toward Gender Role Stereotyped Advertisement

EXTENDED ABSTRACT - There has been a great deal of controversy surrounding the use of sex role stereotypes in advertising directed to children. Critics claim that marketers encourage sex role stereotyping by creating gender specific products, such as Mattel’s Barbie and Hasbro’s G.I. Joe. Toy makers, on the other hand, claim that their products reflect rather than create existing societal conceptions of gender roles. Previous research has utilized content analysis to document the existence of gender stereotyping in advertising (Hoek and Sheppard 1990; Hoek and Laurence 1993), but has not directly examined the effectiveness of sex-role-specific advertising directed toward children.


Aysen Bakir, Gregory M. Rose, and Jeffrey G. Blodgett (2005) ,"Children’S Responses Toward Gender Role Stereotyped Advertisement", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 223-224.


Aysen Bakir, Illinois State University
Gregory M. Rose, University of Washington
Jeffrey G. Blodgett, University of Illinois B Springfield


NA - Advances in Consumer Research Volume 32 | 2005

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