topic 6

• Pine and Nash found that children who watch more commercial than non commercial TV ask for more toys from santa
• Smith analysed TV adverts and found when only one gender was present there was stereotypes.
• aim was to determine whether advertisers scripted TV adverts different for males and females linking toys to gender stereotypes
• the sample was commercial adverts, regional independent new england and nickelodeon. there was 15 half hour in 96 and 97. there was 24 half hour in 99.
• the method was a content and discourse analysis
• the 5 types of verbs were action, competition/destruction, limited activity, feeling/nurturing and power/control
• the naming of toys reinforced stereotypes. boy toys called big time action where as girl toys called bedtime bottle baby
• feeling and nurturing were not in boy orientated but were in girl. competition/destruction were more likely in boy. limited activity more in girl. power and control more in boy. least variation in action
• concluded that gender stereotypes underlie TV adverts as they portray males and females through traditional gender stereotypical roles