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Gender in food advertising to children: boys eat first

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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.
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Keywords: Advertising; Children (age groups); Food industry; Gender

Document Type: Research Article

Publication date: 01 August 2003

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