A Longitudinal Content Analysis of Gender Roles in Children's Television Advertisements: A 27 Year Review

Abstract Using a longitudinal, content analytic approach, this study compares current gender roles and gender role stereotypes in children's television advertising with studies conducted over the past 27 years. It examines these issues from the context of stereotypic expectancies. Findings indicate that while there is an increase in the number of female roles during this time period, a male gender preference is still evident. Findings and implications are discussed.