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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Q5. Conceptualizing the Digital Experience in Luxury

Wided Batat, American University Beirut

Read More

Featured

Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology

Read More

Featured

Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.