How are Children's Attitudes Toward Ads and Brands Affected by Gender-Related Content in Advertising?

  title={How are Children's Attitudes Toward Ads and Brands Affected by Gender-Related Content in Advertising?},
  author={Aysen Bakir and Kay M. Palan},
  journal={Journal of Advertising},
  pages={35 - 48}
Past research of children's television advertising shows that gender-related content is very prevalent, yet the potential impact of that content on children's attitudes toward advertising messages and brands has received very little attention. To address this gap in the literature, this paper develops a conceptual framework, based on a synthesis of developmental psychology literature, to understand how children develop attitudes toward advertisements with gender-related content. Next, to… 

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