“Diacronia” bibliometric database (BDD)
Title:

The Comparison of Gender Stereotyping in Boys’ Toy Commercials in Slovakia and in the United Kingdom

Author:
Publication: Bulletin of the Transilvania University of Brașov. Series IV: Philology and Cultural Studies, 5 (1), p. 19
p-ISSN:2066-768X
e-ISSN:2066-7698
Publisher:Transilvania University Press
Place:Brașov
Year:
Abstract:The paper examines and compares the principles of gender stereotyping in British and Slovak commercials of boys’ toys. The study understands the process of television advertising as a form of mass communication, where advertisements play the role of messages, television behaves as a channel, advertisers figure as senders of the messages and children represent the audience. The analysis of the commercials shows that the Slovak commercials do not present any scientific toys, instead, they promote a toy gun from Hasbro, while the sample of British commercials offer at least one scientific toy and no gun. The Slovak advertisements do not play with the language, and they rather prefer a plain presentation, where the voice-overs sometimes use voice changers that turn their presentation into a robot-like speech.
Key words:television advertising, gender stereotypes, toy commercials, strongly masculine toys, moderately masculine toys
Language: English
Links:  

Citations to this publication: 0

References in this publication: 0

The citations/references list is based on indexed publications only, and may therefore be incomplete.
For any and all inquiries related to the database, please contact us at [Please enable javascript to view.].

Preview: