Gender-Differentiated Production Features in Toy Commercials

Daniel Chandler, Merris Griffiths

Research output: Contribution to journalArticlepeer-review

16 Citations (SciVal)


Twenty years ago researchers found that quite apart from the manifest content of television commercials aimed at children, certain formal features showed a marked tendency to vary according to the sex of the target consumers: in particular certain post-production features (transitions and voice-overs). The current study involved a content analysis of formal features in 117 toy advertisements broadcast on British television. Statisti3 cally significant differences were found for the same features and also for camerawork.

Original languageEnglish
Pages (from-to)503-520
Number of pages18
JournalJournal of Broadcasting and Electronic Media
Issue number3
Publication statusPublished - 01 Sept 2000


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