| Background on Influence of television advertising | Bandura's slt shows the tv you watch can lead to you immitate that bhv which can be bad such as horror films if child is too young
Gender stereotyping - girls are shown shy and giggly and spoke fantasy adjectives and passive where boys are dominant and active and agressive power related words |
| Key research Johnson and Young children ads method | Content analysis |
| Sample for Johnson and Young | Childrens tv cartoons from 1996-1997 |
| Procedure for Johnson and Young | aspects of GENDERED voice
1. Voice overs
2. Verb elementss
3. Speaking lines given to boys and girls
4. Use of the word power in ads
who it was TARGETED too
1. adverts targeted at boys with boys in
2. adverts targeted at girls which girls in
3. adverts targeted at both with both in
VOICE OVERS
the type of words used |
| Results for Johnson and Young/ conlusions | Gender stereotypes underlie television adverts as they portray males and females through traditional
stereotypical discourse.
▪ Reasons for gender-stereotypical portrayal might include reliance on historically successful
marketing strategies and/or profitability in creating gender-specific consumer behaviour.
As most boy adverts included the word power whereas firls verbs more feelings and nurturing |
| Evaluation of Johnson and Young | Content anyalyis - standertised by same 5 verbs - reliable
however subjective as researchs deciced verb catergory belonged
Sampling bias - only from childrens cartoons which could be different in other programme's
Situational - model what they see on tv
indivual - internal cognitive processes impacts how they respond |
| stratergies to reduce impact of ads on children | MEDIA LITERACY BECOMING MORE SAVY
Cognitive Defence – When the child has been equipped with knowledge about advertising, they will use this knowledge as a filter in order to process ads critically. So, children should be directly taught about the purpose of ads, consumer culture, etc.
Affective Defence – If an ad appeals to their emotions, then even a good cognitive defence can be weakened. So children also need to be encouraged to develop critical attitudes towards advertising. The more cynical their attitudes towards TV are, the less vulnerable they are to the persuasive intent of ads. |
