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| Tekijä: | Bakir, A. Blodgett, J. Rose, G.M. |
| Otsikko: | Children's responses to gender-role stereotyped advertisements |
| Lehti: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 255-266 |
| Asiasana: | advertising marketing children gender roles attitudes |
| Vapaa asiasana: | communal agentic |
| Kieli: | eng |
| Tiivistelmä: | This paper examines if gender role perceptions can influence on young childrens responses toward different types of advertising appeals like adults gender role does. The paper concentrates mainly on the effects of age and gender on preadolescent childrens attitude toward agentic and communal type of advertisements. The survey was made by having two distinct age groups of girls and boys. ANOVA-design was used to assess the effects of age, gender, and type of childrens attitude toward the advertisement. The results suggest that advertisers do not need to develop two different sets of advertisements when marketing a product to both boys and girls. Instead advertisers can appeal to preadolescent boys and girls with a single underlying theme, built upon either agentic or communal attributes. With regard to age this study uncovered mixed results. |
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