Summary

This study examines advertisers' use of gender in food advertising to children. Previous studies of gender preference in children's advertising suggest gender bias exists. Food products are most often gender-neutral. Advertising for food products is compared to non-food advertisements. Measures of voice-over gender, gender of dominant product user, gender of main character, activity level, aggressive behavior level, and soundtrack volume are examined. A sample of food advertisements to children exhibits greater gender preference in presentation than the comparison sample of non-food advertisements to children. This suggests that food advertising should consider gender bias among other factors when proceeding with self-regulation of children's advertising.




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