Gender-Differentiated Production Features in Toy Commercials

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