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• W4386510362 abstract "Gender stereotyping in television advertising is a universal phenomenon and has the potential to influence children's perceptions of gender roles. Despite India's enormous child population, gender representation in television advertising is hardly researched.This study was conducted using a content analysis methodology to examine gender stereotypes in children's television advertising in India. A total of 189 unique advertisements were selected from six prime cartoon channels, namely Nickelodeon, Disney Channel, Hungama, Cartoon Network, Discovery Kids, and Pogo TV. A stratified constructed sample of 319 central figures from 102 hours of TV viewing was collected over two consecutive weeks in November 2018 during children's prime-time viewings.This study examines gender role cues in children's television advertising using McArthur and Resko's coding method. The sample was subsequently analyzed using chi-square statistics, and the findings were contextualized and compared with those from other Asian nations. The results indicated that men significantly dominate (voice-over, product authority, autonomous roles, fact-based arguments, other products, end comments, pleasure, and practical rewards), whereas females are stereotyped (dependent roles, product users, portrayal of domestic products in domestic settings, opinion-based arguments, and self-enhancement rewards).However, the results reveal a reduction in certain stereotypical aspects, such as a significant increase in women performing voice-overs and portraying characters with product authority and autonomy, while men exhibit increased involvement with domestic products and rewards such as self-enhancement, practical, and pleasure rewards. The theoretical (social learning and role congruity theory) and practical implications for advertisers and marketers are discussed based on these findings." @default.
• W4386510362 created "2023-09-08" @default.
• W4386510362 creator A5017035443 @default.
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• W4386510362 date "2023-09-07" @default.
• W4386510362 modified "2023-09-27" @default.
• W4386510362 title "Gender representations and portrayal of adults in children’s television advertising: content analysis of prime cartoon channels in India" @default.
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• W4386510362 doi "https://doi.org/10.3389/fpsyg.2023.1234678" @default.
• W4386510362 hasPubMedId "https://pubmed.ncbi.nlm.nih.gov/37744573" @default.
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