GENDER STEREOTYPES IN ADVERTISING ON CHILDRENS TELEVISION IN THE 1990S - A CROSS-NATIONAL ANALYSIS

Using content analysis, the author examined sex role stereotyping in t elevision commercials aimed at children in the United States and Austr alia. The goals of the study were to: (1) provide current data on leve l and content of gender stereotyping, (2) compare levels of stereotypi ng in two countries, and (3) assess stereotyping of self-presentationa l behaviors. Results are consistent with those of previous research in that boys were depicted as being more knowledgeable, active, aggressi ve, and instrumental than girls. Nonverbal behaviors involving dominan ce and control were associated more with boys than girls. Country-rela ted differences in ratios of boys to girls in the commercials and demo nstrations of licensed withdrawal, function ranking, and utilitarian c ontact were observed.