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Sex Roles

, Volume 52, Issue 1–2, pp 83–91 | Cite as

The Effects of Commercials on Children’s Perceptions of Gender Appropriate Toy Use

  • Jennifer J. Pike
  • Nancy A. Jennings
Article

Abstract

Sixty-two first and second grade students (28 boys, 34 girls) were exposed to one of three commercial videotapes in which either all-boys (traditional condition) or all-girls (nontraditional) were playing with a toy. Participants in the control condition were exposed to nontoy commercials. After exposure to one of the conditions participants performed a toy sort where they were asked if six toys, including the two manipulated toys, were “for boys, girls, or both boys and girls.” Participants in the nontraditional condition were more likely to report that the manipulated toys were for both boys and girls than were participants in the traditional condition, who were more likely to report that the manipulated toys were for boys. This effect was stronger for boys than for girls.

KEY WORDS:

commercials children gender roles 

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Copyright information

© Springer Science + Business Media, Inc. 2005

Authors and Affiliations

  1. 1.Department of Communication StudiesUniversity of Michigan
  2. 2.Department of CommunicationUniversity of CincinnatiCincinnati
  3. 3.Department of CommunicationUniversity of CincinnatiCincinnati

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