Gender-Differentiated Production Features in Toy Commercials

@article{Chandler2000GenderDifferentiatedPF,
  title={Gender-Differentiated Production Features in Toy Commercials},
  author={D. Chandler and M. Griffiths},
  journal={Journal of Broadcasting \& Electronic Media},
  year={2000},
  volume={44},
  pages={503 - 520}
}
Twenty years ago researchers found that quite apart from the manifest content of television commercials aimed at children, certain formal features showed a marked tendency to vary according to the sex of the target consumers: in particular certain post-production features (transitions and voice-overs). The current study involved a content analysis of formal features in 117 toy advertisements broadcast on British television. Statistically significant differences were found for the same features… Expand
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