Impact Of Advertising On Children (Social) Flashcards
Describe Pike and Jennings (2005) study?
- Found children who were shown adverts for a specific gender where more likely to say the toys were for one gender compared to children who were shown adverts for gender neutral toys.
- They found the children watching gender neutral adverts were more likely to say the toys were for both genders
Describe Pine and Nash (2002) study?
-Pine and Nash found the more TV adverts children watched , the more branded toys they would ask santa for.
What is the aim of Johnson and Young (2002) study?
To analyse children’s toy adverts from the late 90s to investigate if gender stereotypes are used
What is the sample of Johnson and Young (2002) study?
- Adverts from 1996, 1997, 1999
- Cartoons
- 478 adverts in total
- 188 toy adverts
What is the procedure of Johnson and Young (2002) study?
Researchers conducted a content analysis and discourse analysis on the 478 adverts
What are 2 findings of Johnson and Young (2002) study?
-The verbs competition/destructive were found 113 times in boys ads and 9 in girls
Feeling/nurturing were found 66 times in girl ads and 0 in boys
-Words based around power were used in 21% of boy adverts and just once in girls (Barbie power wheels)
How does impact of advertising on children show sampling bias?
- The disney channel and cartoon network were not included
- They used 3 different programme sources to ensure that the sample included a range of adverts from cartoon programs
- Pike and Jennings only use upper middle class children from a mid western city
- Pike and Jennings do use 2 grades of elementary school students
How does impact of advertising on children show ethnocentric?
- Purely done in America
- Everyone was able to watch the adverts no matter the background
- Pine and Nash carried out the same christmas list on both Swedish and English children
- Pike and Jennings upper middle class of a large mid-western city
How does impact of advertising on children show socially sensitive results?
-Gender stereotypes (21% power discourse)- girls feel less powerful
counter Looks at both genders- despite being controversial these stereotypes have existed for a long time so people have accepted them
-Nurturing verbs 66G, 0B- suggests boys don’t care
-Pine and Nash- English children will become socialised to become consumers from a early age- assumed to be greedier than Swedish children
How does impact of advertising on children show reductionist and holistic?
- Reductionist as not considering modern adverts
- Holistic as 3 time periods, 3 channels, 2 research QU
- Pine and Nash only looked at one explanation
- Holistic= multiple age groups, questionnaire (qualitative and quantitative data)
How does impact of advertising on children show usefulness?
- Johnson and Young highlighted feeling verbs never come up in boy ads
- Validity issues- 103 boy ads, 62 girl ads, 23 boy/girl ads, disproportionate
-Pine and Nash look at different cultures and the difference between English and Swedish children
How does impact of advertising on children show nature and nurture?
-We learnt from Bandura, boys were more aggressive than girls which may suggest a genetic explanation.
Naturally choose the toy they like more
-They implied that advertisments reflect cultural gender stereotypes that define female roles as caring and male roles as aggressive and dominant all of which suggest environmental effects
What are 3 strategies to reduce the impact of advertising aimed at children?
- Media and literacy lessons at school/education Media smart provides free materials to primary and secondary school teachers to teach kids to be aware of mass media issues
- Parental involvement
parents could monitor TV advertising by watching TV with their children
-Adverts should follow guidelines
The ASA guidelines state that ads should not show ‘adverts that depict harmful gender stereotypes’.
How does impact of advertising on children show individual vs situational?
The research suggests a situational explanation to stereotypes – in addition, the more exposure a child has to advertisement situations, the more influential they are (Pine & Nash). However when educating children on media sources it is important to consider individual differences.
