Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis
通过内容分析，研究了美国和澳大利亚儿童电视广告中的性别角色刻板印象，发现男孩被描绘为更知识渊博、活跃、攻击性和工具性，且非言语行为中的支配和控制与男孩关联更多。
Abstract Using content analysis, the author examined sex role stereotyping in television commercials aimed at children in the United States and Australia. The goals of the study were to: (1) provide current data on level and content of gender stereotyping, (2) compare levels of stereotyping in two countries, and (3) assess stereotyping of self-presentational behaviors. Results are consistent with those of previous research in that boys were depicted as being more knowledgeable, active, aggressive, and instrumental than girls. Nonverbal behaviors involving dominance and control were associated more with boys than girls. Country-related differences in ratios of boys to girls in the commercials and demonstrations of licensed withdrawal, function ranking, and utilitarian contact were observed.