Gender representation in TV advertising for children: children’s perceptions and advertising literacy

Bibliographic Details
Main Author: Dias, Patrícia
Publication Date: 2021
Other Authors: Tavares, Raquel
Format: Article
Language: eng
Source: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Download full: http://hdl.handle.net/10400.14/36823
Summary: Children are becoming consumers at increasingly younger age and are more influential in consumption decisions within the family. Television still is one of the main ways they are exposed to advertising. Our study focuses on gender stereotypes on TV advertisements for children and combines a content analysis of advertisements and focus groups with children between 7 and 12 years old. Our findings show that, during a period of 3 months, about 75% of TV advertisements for children contain gender stereotypes. In addition, children are able to recognize such stereotypes, and in general do not identify or agree with the way each gender is portrayed. Finally, children display good levels of advertising literacy, as they are able to recognize the intentions of the brands in the commercials.
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spelling Gender representation in TV advertising for children: children’s perceptions and advertising literacyRepresentações de gênero na publicidade televisiva infantil: as perceções e a literacia para a publicidade das criançasGenderStereotypeChildrenAdvertisingTelevisionAdvertising literacyGêneroEstereótiposCriançasPublicidadeTelevisãoLiteracia para a publicidadeChildren are becoming consumers at increasingly younger age and are more influential in consumption decisions within the family. Television still is one of the main ways they are exposed to advertising. Our study focuses on gender stereotypes on TV advertisements for children and combines a content analysis of advertisements and focus groups with children between 7 and 12 years old. Our findings show that, during a period of 3 months, about 75% of TV advertisements for children contain gender stereotypes. In addition, children are able to recognize such stereotypes, and in general do not identify or agree with the way each gender is portrayed. Finally, children display good levels of advertising literacy, as they are able to recognize the intentions of the brands in the commercials.As crianças tornam-se consumidores cada vez mais cedo, e são cada vez mais influentes no consumo da família. A televisão ainda é uma das principais formas através das quais são expostas à publicidade. O nosso estudo, realizado em Portugal, foca-se em estereótipos de gênero na publicidade televisiva infantil e combina uma análise de conteúdo a anúncios com grupos de discussão com crianças entre os 8 e os 12 anos. Os nossos resultados mostram que, em 3 meses, 75% dos anúncios televisivos para crianças continham estereótipos de gênero. As crianças são capazes de reconhecer esses estereótipos e, em geral, não se identificam ou não concordam com essas representações dos gêneros. Finalmente, as crianças revelaram bons níveis de literacia para a publicidade, sendo capazes de reconhecer a intenção persuasiva das marcas.Veritati - Repositório Institucional da Universidade Católica PortuguesaDias, PatríciaTavares, Raquel2022-02-25T10:28:48Z2021-12-202021-12-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/36823eng1806-498110.18568/cmc.v18i53.238685133684235info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-26T01:38:12Zoai:repositorio.ucp.pt:10400.14/36823Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:29:56.264149Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Gender representation in TV advertising for children: children’s perceptions and advertising literacy
Representações de gênero na publicidade televisiva infantil: as perceções e a literacia para a publicidade das crianças
title Gender representation in TV advertising for children: children’s perceptions and advertising literacy
spellingShingle Gender representation in TV advertising for children: children’s perceptions and advertising literacy
Dias, Patrícia
Gender
Stereotype
Children
Advertising
Television
Advertising literacy
Gênero
Estereótipos
Crianças
Publicidade
Televisão
Literacia para a publicidade
title_short Gender representation in TV advertising for children: children’s perceptions and advertising literacy
title_full Gender representation in TV advertising for children: children’s perceptions and advertising literacy
title_fullStr Gender representation in TV advertising for children: children’s perceptions and advertising literacy
title_full_unstemmed Gender representation in TV advertising for children: children’s perceptions and advertising literacy
title_sort Gender representation in TV advertising for children: children’s perceptions and advertising literacy
author Dias, Patrícia
author_facet Dias, Patrícia
Tavares, Raquel
author_role author
author2 Tavares, Raquel
author2_role author
dc.contributor.none.fl_str_mv Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Dias, Patrícia
Tavares, Raquel
dc.subject.por.fl_str_mv Gender
Stereotype
Children
Advertising
Television
Advertising literacy
Gênero
Estereótipos
Crianças
Publicidade
Televisão
Literacia para a publicidade
topic Gender
Stereotype
Children
Advertising
Television
Advertising literacy
Gênero
Estereótipos
Crianças
Publicidade
Televisão
Literacia para a publicidade
description Children are becoming consumers at increasingly younger age and are more influential in consumption decisions within the family. Television still is one of the main ways they are exposed to advertising. Our study focuses on gender stereotypes on TV advertisements for children and combines a content analysis of advertisements and focus groups with children between 7 and 12 years old. Our findings show that, during a period of 3 months, about 75% of TV advertisements for children contain gender stereotypes. In addition, children are able to recognize such stereotypes, and in general do not identify or agree with the way each gender is portrayed. Finally, children display good levels of advertising literacy, as they are able to recognize the intentions of the brands in the commercials.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-20
2021-12-20T00:00:00Z
2022-02-25T10:28:48Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/36823
url http://hdl.handle.net/10400.14/36823
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1806-4981
10.18568/cmc.v18i53.2386
85133684235
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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