Gender

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Browne, Beverly A. "Gender stereotypes in advertising on children's television in the 10's a cross-national analysis." Journal of Advertising. 7(18) 8. Infotrac. Online. 6 November 1.

This article examines gender stereotyping and their effect on children. It explains that all women have always been depicted as "dependent and emotional". Through television, children "might acquire negative stereotypes" and this brings concern to the parents and teachers. Children understand the gender stereotypes on television and take that into their everyday lives.

Browne, Beverly A. Gender Stereotypes in Advertising on Childrens Television in the 10s A Cross-National Analysis. Journal of Advertising. Spring 18. Infotrac. Online. November 8, 1.

In this article, the author examines sex role stereotyping in television commercials aimed at children. Results concluded that boys are depicted as more aggressive, active, knowledgeable, nd instrumental than In order to effectively study gender or any other demographic such as race or class, generalisations need to be made about people who are all different individuals. In the case of gender in lifestyle magazines we can conclude that magazines target their audience according to gender in order to appeal to a specific audience that is still broad enough to ensure high sales, to ensure continued readership and to attract certain advertisers by being able to guarantees a certain 'type' of reader.

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In doing this the magazines are using gender stereotypes but also perpetuating them. Consider the following questions

• Does nature or nurture make young women want to wear make-up and young men want to drink and fight?

• To what extent does the content of magazines like those mentioned here encourage men and women in their choices?

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