Gender-Differentiated Production Features in Toy Commercials

Daniel Chandler; Merris Griffiths

doi:10.1207/s15506878jobem4403_10

Gender-Differentiated Production Features in Toy Commercials

Daniel Chandler, Merris Griffiths

Department of Theatre, Film and Television Studies

Research output: Contribution to journal › Article › peer-review

Abstract

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. Statistically significant differences were found for the same features and also for camera work.

Original language	English
Pages (from-to)	503-520
Number of pages	18
Journal	Journal of Broadcasting and Electronic Media
Volume	44
Issue number	3
DOIs	https://doi.org/10.1207/s15506878jobem4403_10
Publication status	Published - 01 Sept 2000

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title = "Gender-Differentiated Production Features in Toy Commercials",

abstract = "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. Statistically significant differences were found for the same features and also for camera work.",

author = "Daniel Chandler and Merris Griffiths",

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Gender-Differentiated Production Features in Toy Commercials

Abstract

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