Gender in food advertising to children: boys eat first
Abstract
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. Examines measures of voice‐over gender, gender of dominant product user, gender of main character, activity level, aggressive behavior level, and soundtrack volume. 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.
Keywords
Citation
Childs, N.M. and Maher, J.K. (2003), "Gender in food advertising to children: boys eat first", British Food Journal, Vol. 105 No. 7, pp. 408-419. https://doi.org/10.1108/00070700310497219
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited