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University of Toledo

1. Bocicor, Mirela Alina. Gender Messages in Television Commercials Aired on Disney Junior Channel.

Degree: MA, Sociology, 2019, University of Toledo

To determine whether toy commercials challenge the conventional gender roles, this study analyzes the ads based on the overall action and play, language, gendering of the toys and the way the female characters interact with the advertised toys and the other characters. Toy commercials aired from September 1st to September 7th, 2018, on Disney Junior channel were content analyzed. The sample consists of 25 commercials, out of which 18 ads feature girls only and 7 ads feature boys and girls. To determine the gender orientation of the toys, this study developed a coding scheme, based on two existing studies. This analysis found that the majority of the toy commercials aired on Disney Junior channel promote the traditional gender role stereotypes and all children featured in the analyzed commercials are shown playing with gender appropriate toys. The female characters are showed playing mainly indoor, involved in group oriented and static type play. When involve in competitive type of play, girls are never showed winning, while in most of the commercial at least one boy in featured celebrating a win. The commercials use more stereotypical distinctive language styles in the ads where girls play together, then in the commercials when girls play with boys. Advisors/Committee Members: Coventry, Barbara (Committee Chair).

Subjects/Keywords: Sociology; Gender, Stereotypes, Toys, Disney Junior

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Bocicor, M. A. (2019). Gender Messages in Television Commercials Aired on Disney Junior Channel. (Masters Thesis). University of Toledo. Retrieved from http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455

Chicago Manual of Style (16th Edition):

Bocicor, Mirela Alina. “Gender Messages in Television Commercials Aired on Disney Junior Channel.” 2019. Masters Thesis, University of Toledo. Accessed September 21, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455.

MLA Handbook (7th Edition):

Bocicor, Mirela Alina. “Gender Messages in Television Commercials Aired on Disney Junior Channel.” 2019. Web. 21 Sep 2019.

Vancouver:

Bocicor MA. Gender Messages in Television Commercials Aired on Disney Junior Channel. [Internet] [Masters thesis]. University of Toledo; 2019. [cited 2019 Sep 21]. Available from: http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455.

Council of Science Editors:

Bocicor MA. Gender Messages in Television Commercials Aired on Disney Junior Channel. [Masters Thesis]. University of Toledo; 2019. Available from: http://rave.ohiolink.edu/etdc/view?acc_num=toledo155687668929455

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