Literature Review on Television Ads - 2398 Words

Literature Review On Television Ads 1. Television and Children 2. Television Commercials and Children 3. Television Commercials and Gender Roles a. Content Analyses - Adults Children b. Impact 4. Television Commercials, Masculinity and Boys a. Content Analyses b. Impact ________________________________________ 1. Television and Children In this section I will be reviewing the literature on children and television. It has been demonstrated that the average American viewer is exposed to 31 hours of television a week, of which three to nine hours is devoted to commercials (Furnham, Bitar, 1993). In the case of children, the average preschooler watches 28 hours per week, while the average school-aged child, watches 24†¦show more content†¦Males were also given greater credibility than were females. Male and female adult characters were also still clearly associated with activities traditionally associated with their gender (i.e. men were associated with mowing the lawn, while women were associated with doing the dishes). Finally, they discovered that ninety percent of commercials had male narrators, and that this was true even in the case of commercials for stereotypically female products. Another extensive study was conducted by the Canadian Radio-television and Telecommunications Commission, between 1984 and 1988. This study explored the portrayal of gender in Canadian broadcasting, and included a subsection exploring the portrayal of gender in television advertising. Some of their major findings included the fact that narrators were overwhelmingly male, and that male characters portrayed in the commercials were twice as likely to be employed outside the home than female characters. Female characters were also more likely to be involved in family situations, especially in child-care (CRTC, 1990). Turning to look specifically at television commercials aimed at children, careful and extensive study has determined that commercials aimed at children are sexist in their depiction of female characters (Signorielli, 1993). Focusing on the Saturday morning slot devoted to childrens programming, Riffe, Goldon, Saxton, and YuShow MoreRelatedHow Women Are Portrayed On Advertisi ng And The Second Looks At This Time1104 Words   |  5 Pagesarea for the literature review project. Be as specific as you are able to at this time. The topic area that I would like to cover for my literature review project is the topic of how women are portrayed in advertising and the impact this has on women in society. 2. State the claim the study supports The scholarly article I am reviewing is a research article that did two separate examinations on the role of humor in gender stereotypes. 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