Gender Roles in Television Commercials and Primary School Children in the UK

Over thirty years ago it was argued that advertising placed women into subordinate roles and that the male voice was authoritative. Studies using detailed content analysis argued that the use of specific production features, activity level and type, voiceover and aggression revealed gender differences and that these had an impact on the child viewer. This study investigates whether gender polarity still exists in advertising for children of primary school age in the UK. We engage in detailed content analysis of 168 television advertisements recorded between December 2006 and August 2007, focusing on production features, activity levels, voiceover, aggression and language used. In addition we draw on interviews with children and parents to argue that advertisements still not only sell children products but also sell them gender ideology.