Larson, M.S. (2001). Interactions, activities and gender in children’s television commercials: A content analysis. Journal of Broadcasting and Electronic Media, 45 (1), 41-56.
Abstract: This content analysis examined 595 commercials featuring children in programming aimed at children. It analyzed the portrayals of activities and interactions of boys and girls in both single-gender and mixed-gender commercials. Nearly equal numbers of girls and boys were portrayed together acting cooperatively. However, single-gender commercials portrayed girls in stereotypical domestic settings. Also, the primary activity of children in the commercials analyzed was non-creative play, and considerable violence and aggression were portrayed. (PsycINFO Database Record (c) 2004 APA, all rights reserved)(journal abstract)