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

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.     

Japanese television as a window on other cultures

Beginning with a brief review of issues regarding the effects of television on viewers in Japan, this paper examines how foreign programming and features relating to other countries are utilized on terrestrial television, the most influential of the mass media today. Foreign cultures are introduced either through importation of programs from abroad or through indigenous programs dealing with such topics. An overview of the changing role of imported programs emphasizes comparison of the public and commercial networks. News reporting and commercials are highlighted in a discussion of the treatment of foreign cultures in indigenous programs. Survey results show that Japanese people are favorably disposed toward foreign program imports, suggesting that the major reason for the failure of imported programs to flourish in Japan is the strong competition offered by domestic productions, not xenophobic attitudes on the part of viewers. I also consider the distinguishing characteristics of television and the cinema in order to explain the popularity of films as opposed to television dramas from abroad. In conclusion, studies that examine the effects of television on viewers' perceptions of foreign cultures are presented to suggest the importance of analyzing images of foreign cultures as depicted in programs that are domestically produced, rather than analyzing those that are imported.     

Adaptation of Marketing Activities to Cultural and Social Context: Gender Role Portrayals and Sexism in Spanish Commercials

This study was designed to examine the portrayal of men and women in a sample of 370 Spanish television commercials. The general objective was to compare and contrast the plurality and similarities between men and women as regards both gender role portrayals and sexism levels and also product stereotyping as the association of certain kinds of products with gender. In addition, we examined the type of social relationship held by the main actor/actress in the commercial. Applying content analysis methodology, the results highlight a feminine culture and a social reality moving steadily toward gender equality and complementariness between genders, albeit still within the framework of the traditional family model, which characterizes women as homemakers and mothers. Impact of Cultural and Social Reality on Marketing Activities: Gender Role Portrayals and Sexism in Spanish Commercials.     

The effects of TV commercials using less thin models on young women's mood, body image and actual food intake

This study experimentally tested the effects of exposure to television commercials using less thin models on mood, body focused anxiety and food intake, as compared to the effects of commercials using thin models. In a naturalistic setting, 110 young women were exposed to a neutral movie, interrupted by two commercial breaks. The commercial breaks contained real commercials using either less thin (n = 32) or thin models (n = 39), or neutral commercials (n = 39). During watching television, participants could freely eat snack food. Further, their mood and body focused anxiety was assessed. ANOVAs revealed no effects on body focused anxiety, but women reported a more negative mood and ate less after exposure to commercials using less thin models than after exposure to commercials using thin models. These results imply that using less thin models in commercials explicitly referring to the thin ideal does not make women feel better.     

Recall of Television Commercials as a Function of Viewing Context: The Impact of Program-Commercial Congruity on Commercial Messages

The effect of the congruity between the involvement types of advertising commercial and a television program on the effectiveness of the commercial was studied. Participants (N = 103) viewed either a cognitive or an affective commercial for a product, which was embedded in either a cognitive or an affective television program. The results showed that the effects of the congruence influence the impact on memory. Free recall and cued recall were significantly influenced by the program-commercial congruity. Free recall and cued recall were significantly higher for the cognitively involving commercial in the cognitively involving program context than in the affectively involving program context. Similarly, free recall and cued recall were significantly higher for the affectively involving commercial in the affectively involving program context than in the cognitively involving program context.     

If the Television Program Bleeds, Memory for the Advertisement Recedes

In public surveys, the most common complaint about television is the amount of violence depicted on the screen. More than half the programs shown on television are violent, and hundreds of studies have shown that viewing TV violence causes an increase in societal violence. Nevertheless, advertisers continue to sponsor violent programs. For an advertisement to be effective, people should be able to remember the brand advertised and the message in the advertisement. This article reviews the effect of TV violence on memory for ads. A meta-analysis integrating the results from 12 studies involving more than 1,700 participants shows that TV violence impairs memory for ads. The impairment occurs for males and females, for children and adults, and for people who like and do not like to watch TV violence. These results suggest that sponsoring violent programs might not be a profitable venture for advertisers.     

The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000

Furnham, A. & Paltzer, S. (2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51, 216–236. In 1999, Furnham and Mak published a review of 14 content‐analytic studies of sex roles stereotyping in television commercials. All these studies were based on the McArthur and Resko (1975) content categories. This paper updates that review considering 30 studies in over 20 countries published between 2000 and 2008. Studies were from Australasia, Austria, Bulgaria, Ghana, Hong Kong, Japan, Kenya, Korea, Malaysia, Mauritius, New Zealand, Poland, Russia, Serbia, Singapore, South Africa, Spain, Saudi Arabia, Sweden, Taiwan, Thailand, Turkey, the United Kingdom and the United States. They examined over 8,000 advertisements. National and cultural differences in gender stereotypes are also considered in the light of this data. The popularity of, and the problems associated with, the research paradigm are considered.