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Abstract
A content analysis of gender- typing in children's TV commercials
Choi, EunSob Ph. D. student Dept. of Advertising
and Public Relations Chung-Ang University
This study is a content analysis to describe children in the recent television commercials from the viewpoint of gender- typing, compared with the study of 1995 by the present author. The analysis is based on 98 out of 259 commercials which children appeared at the week days' children TV time on May and December in 2003, The results are as follows: 1) No significant signs of traditional gender- stereotyping were found out such as appeared children's gender distribution ratio, narrater's gender distribution ratio, and gender distribution ratio by product categories, affirmatively compared with 1995. 2) But signs of traditional gender- stereotyping were discovered such as activities of appeared children, setting location, forms of cutback and uses of genderlect similarly to 1995. 3) Unlike the results of foreign previous researches, female's narration ratio was high and the use of female language in copy message was prominent. It means that the contents of verbal message and communication form are becoming more feminized. Key Word : children's TV commercials, content analysis, gender-stereotyping |
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