Sex Role Stereotyping in Children's Advertising: Current and past Trends

A content analysis of 64 television commercials directed toward children was conducted. An examination of sex role stereotyping with previous trends suggested little change over the past decade in terms of ad dominance, active/passive behavior, aggressive behavior, voice-overs, and audiotrack/background music. The importance of tracking change is footed in research describing the importance of observational learning in children's development. It should be stressed that statements about change, or the lack thereof, are tempered in recognition of methodological differences among studies. When conducting content analytic investigations, researchers make decisions that may influence outcomes. Sound trend analysis is thus made difficult.