User:Shelbydoingit/Advertising to children

Article body
Johnson, Fern L. and Karren Young. "Gendered Voices in Children's Television Advertising." Critical Studies in Media Communication. Vol. 19, No. 4, December 2002 pp461-480. Accessed November 2, 2022.


 * This article addresses the gendered messages sent to children with advertising, as well as the critical role that images play with advertising to non-adult groups. Do advertisers change their language of ads for individuals based on gender, and how early into their expected ad exposures? "How is gender used as a discourse code to link products to gender roles?" Ads end up serving as models for children's behavior, sending out messages of cultural patterns, household expectations, and status changes among peers from purchasing a product. "Children do, in fact, act out many of the ads they see on television, demonstrating mastery of both actions and words. Moreover, they can go a step further by taking the words or actions and placing them into a situation totally separated from the ad and its product—a practice that parents and elementary school teachers see repeatedly." Ads promote behavior and thought-- ideology that permeates the message, and when it comes to gender, the learning experience that ads can create makes children become more cultured in a still gender-divided society with particular roles. The verb tenses and types used in advertisements to children greatly influence their feeling of position and ability-- boy oriented ads contain a vastly larger amount of power/action/competition/destruction/agency/control, while female oriented ads contain words for limited activity/feeling/nurturing verbs at best. The way that male oriented and female oriented commercials are made is wholly different as well, because male oriented ads contain little to no females and vice versa. The voiceovers for an ad usually determine who the ad is targeted for-- and male oriented ads have faster camera cuts.