Attempts to assess any significant change in the degree of sex-role stereotyping in television commercials in recent years. (MH)

Noting that previous research has shown that television content influences attitudes and behavior, a content analysis of 269 television commercials broadcast during prime time was conducted to examine whether male sex role stereotyping existed in the commercials and, if it did, to determine the characteristics of that stereotyping and whether the…

Although college women were generally found to be more aware and critical of sex stereotyping than were college men, data indicated that viewers were not as sensitive to sex-role stereotypes in television commercials as advocates of feminism might hope. (KS)

Suggests that from 1972-1974 there was little change in the representation of women as authorative voice-overs or as on-screen experts in television commercials without voice-overs. (MH)

Examines a television campaign intended to reduce sex and class differences in buying children's books. Results indicate that the campaign may have contributed to increasing such differences. (MH)

Presents a cognitive-developmental analysis of the effects of televised, sex-stereotypic information on children's behavior and attitudes towards toy play. Subjects were 100 children, ages four to six divided into groups exhibiting high and low gender-constancy. (Author/CM)

To test the proposition that television content can teach sex-typed behaviors and attitudes, this study presented children of two ages (third grade and eighth grade) with one of two sets of television commercials. The first set contained women engaged in nontraditional occupations outside the home. The second set showed traditional women in their…

In order to investigate the nature of character portrayals in U.S. television commercials, a content analysis was done on a random sample of 2,604 U.S. television commercials which were videotaped in March 1981. This analysis included both demographic characteristics and more subtle aspects of gender differences, such as concerns, relationships…

A review of 19 studies in 17 articles on sex-role stereotyping and television has revealed some common characteristics. Three types of research can be classified: content, effect, and correlation. Content analysis was the most popular. Even though various types of TV programs were studied, each research study investigated only one type of program…

The frequencies of specific types of verbal attractiveness stereotypes portrayed on television commercials and regular programs were determined in two studies. In the first, the 4,294 commercials aired between 8 and 10 p.m. on the 3 major networks were observed during a 7-day period in the spring of 1982. Statements related to attractiveness were…

This report, the second in a series of six reports on television advertising and children, presents the results from a series of experimental studies designed to test children's intentional and incidental learning from television commercials. A total of 400 elementary school students of varying socioeconomic status participated in the study, with…

Content analysis of American television commercials since 1971 reveals several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. The findings are discussed in terms of the potential effects of exposure to stereotyped depictions on viewers' sex role attitudes. (Author/BJV)

Children from grades one through six judged commercially produced advertisements, specially produced "pseudocommercials," and verbal descriptions as better suited to advertise a feminine or masculine sex-typed toy. Comprehension of sex-typed connotations was predicted by home television viewing patterns but not by general knowledge of sex…

A study of the responses of 56 high school girls shows the cultivation effects of television beauty-related commercials on the girls' perceptions of the importance of sex appeal, youth, and beauty to women in four different roles. (GT)

Examines how postwar women's magazines introduced television to the American housewife. Reveals the way television was imbricated in the gendered division of labor and leisure at home by exploring how the magazines deliberated on the problems television posed for women's domestic chores and the efficient functioning of the household. (KEH)