Johnson and Young Background

• OFCOM (2022)


  reported that 87% of 3-11 year olds watch TV, with 92% using video sharing platforms, e.g youtube or tik tok
• behaviourist advertising


  classical conditioning: wear this makeup and you will be beautifuloperant conditioning: play with this toy and you will have funsocial learning theory: seeing a celeb wearing a brand
• nelson (2008)


  TV shows/adverts have an interactive element, such as person talking to child and waiting for a response (dora the explorer), resulting in more learning than simply watching a video with no interaction
• smith (1994)


  analysed TV adverts, girls portrayed as nurturing and caring, boys portrayed as powerful and action-based, limits childrens ideas about how they play, what they play with which affects behaviour and beliefs about gender
• griffiths (1998)

  • looked at production techniques in 117 toy advertstoys aimed at both genders had male voice overboys camera work was more high speedshorter duration of shots in boysmusic for boys was louder and used more rock music whereas girls had calm background music