Literature Review on Television Ads

“Television has changed the American child from an irresistable force to an immovable object.” (Peter). There was a time when all children wanted to do was to run, play, explore, and be adventurous. As time evolved, children have found more interest in television. Statistics show that a child spends 900 hours per year in school,and they spend 1,200 hours per year watching television. When asked to choose between watching T.V. and spending time with their families fifty-four percent of four to six year olds voted they would prefer to watch television. Television has changed the mindset of children over the years it has been proven that the more programs they watch, the more harmful it is to their brain development. T.V.

Numerous studies have concluded that the content and amount of television programming watched by individuals – especially by children - has a direct result on the behavior of that individual. The behavior affected by television viewing can be anything from a desire for a certain food or material good to violent distemper (Zuckerman 1985.) Recently, more and more woman have given up their traditional role of raising their children opting instead to work during the day and leave their children to take care of themselves. Unfortunately, many children find that spending countless hours in front of the television to be a worthwhile way to entertain themselves. Most parents tell their children never to talk to strangers, but what they fail to realize is that every day their children are subject to the messages and ideas of strangers on the television. In fact, a study concluded that an average American by the age of 18 has spent more time watching television than they have spent in school; this study also went on the state that children spend more time watching television than any other activity besides sleeping. This may explain why an additional study revealed that if a child was told something by his or her parents and then viewed on television something that contradicted what the parents had said, four times out of five the child opted to believe the

Since the emergence of advertising in American culture one thing that has remained constant is the visible truth that men and women are portrayed differently. In consideration to the evolution of man kind gender roles have evolved immensely throughout time, although advertisements have not kept up with this process of evolution. Companies to this day use their tactics and skills to reach out to specific genders such as pretty fonts with a stylish message, while advertisements towards men portray the character as strong and intimidating. The typical viewer can easily spot the difference in the portrayal of genders. Men are portrayed this way because the viewers look up to these characters, they want to be

What is it that drives commercials towards their target audience? Commercials can be for a certain age, race, and sometimes even a certain gender. Pop culture has influenced the minority groups and shed light to women 's rights or so it was thought. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards a particular gender. What is interesting is it shows a false image of the opposite sex to the audience being portrayed toward their preferences. It is the image the audience wants to see that appeals to them. This is all in an attempt to sell their products and take advantage of our desires and anxieties. Craig shows commercials brings gender norms that produce the ideas of what a man’s man and a woman’s woman which is why he would agree with Shaffer because it promotes an old way of thinking.

Contemporary visual media contributes to the social construction of gender in that the way that men and women are portrayed in advertising is vastly different.

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

In the article “TV’s Negative Influence on Kids Reaffirmed” by Jeffrey M. McCall, he addresses the issue of how TV has a negative influence on children. McCall states that young children and toddler’s cognitive ability do not develop as well when they have a television in the background while they are playing and interacting. McCall also argues that TV has a very influential role in the teenage pregnancy rate and how early teens become sexually active. To further prove his point, McCall proclaims that children and teens that are exposed to large amounts of television and video games become socially awkward and have issues interacting in society. McCall also says that the networks are rating their own programs carelessly, which is leading to shows that should be restricted by a V-chip being watched by children, rendering the restricting system null and void.

In the short article by Steve Craig, Men’s Men and Women’s Womens, the author gives an important special to how television commercials portray gender to different audiences. He describes how an advertisers creates their attractive advertisement to appeal either male or females consumers.An advertisement that targets a specific gender to give interest to the gender to consume their product. Secondly, specific advertisement are played at select times to be seen by a specific set of people. But most importantly television programming is gendered by creating advertisements with considering their target audience needs and to give pleasure to their fantasies. I agree with this type of method to attract society to make money.

Television ads are arguably the most influential form of advertisement for fast food chains considering the fact that there 115.6 million TV homes in the United States, and over half of these homes have at least three TV’s. Today’s children spend on average of 44.5 hours a week in front of some type of screen whether its computer, TV or cellphone. More than any other activity in their lives other than sleeping (American Physiological Association). It has been discovered that children under the age of eight have difficulties telling apart programming and advertising and do not understand the persuasive techniques used on them, making them the main target for fast food companies. By incorporating famous people in TV commercials, people of all ages are tricked into thinking that if they copy the actions of the famous than it is acceptable to give

At the end of the school day, she gets into the car with dad and he hands her a McDonald’s Happy Meal with a Cuties inside and finally the little girl smiles. As cute as the commercial is, the subliminal message of the two commercials are what concerns me. The boys are playing with cars and using intelligent math language and the little girl is worried about her pretty smile. However, the product in the two commercials are the same but the portrayals of the children in the commercials are vastly different. The commercials are examples of the types of gender-role stereotyping that occurs often in advertisement. Advertisements that push gender role stereotypes on young children should be banned from television. Television advertisement are among the leading ways children are exposed to stereotypes that causes misguided concepts and ideologies associated with sex or gender. Martin Eistend (2010) conducted a meta-analysis study which stated that, “gender stereotyping can lead to negative consequences that restrict life opportunities, particularly for

Advertisements can be found all over in our society. They are on television, in newspapers, on the Internet, and even on the sides of cars and buses. Advertisements greatly influence the way people shop and view products. Many companies use gender stereotypes as a strategy to advertise and sell their products. These advertisements show that men still have a more dominant role over women. Ads are openly sexist and objectifying towards both women and men and usually have a clear gender difference. After looking at many different ads for different products, one thing became clear. The advertisements used for adults and children help guide our society into the stereotypical gender roles we currently have and teach us that objectifying both men and women is acceptable.

A commercial is one of the advertisements that we could see in life. When you turn on television, you could see a lot of commercials before programs start. In Men’s Men and Women’s Women, Steve Craig, an author, claims that “advertisers seem quite willing to manipulate … fantasies and exploit our anxieties, especially those concerning our gender identities.” However, Stan Hope disagrees since he assumes that “the ads he describes are just light hearted to stories designed to entertain, rather than exploit. Consumers are way too smart to be so easily manipulated in any case.” Advertisements could just describe stores for entertainment like Hope said. However, advertisers should think carefully about gender identities because men and women’s favors are different.

According to the United States Department of Labor, 69.7% of men compared to 57.2% of women were participating in the U.S. paid labor force in the year 2013 (U.S. Department of Labor, 2013). But despite this near equality in the rates of participation in the work force, men and women continue to be depicted in very distinct gender roles throughout the mainstream media (Eisend, 2010; Lull, Hanson, & Marx, 1977; Collins, 2011). This gender stereotyping effect is especially prevalent within advertising. Because advertisements in the media frequently rely on gender roles to promote products and services (Eisend, 2010), research examining the effects of gender portrayals in advertising has become increasingly important in the social and behavioral sciences.

In the Early days T.V. sitcoms portrayed women as housewives and men as the breadwinners (workforce). For example, Leave it to Beaver was a T.V. show were June Cleaver( the mother) stayed at home all times and never disciplined the children. Were as Ward Cleaver (the father) was the dominant one who worked and disciplined the children. Now, the sitcoms are completely different as far as the gender roles that each parent plays. For example, who’s the Boss were Angela was a successful businesswoman and provided for the family and Tony was the housekeeper. Commercials are another way that gender roles are displayed in society. When you see a car commercial for a mechanic most of the time the mechanic is a man. But when you see a commercial about cleaning products for the house normally a woman is the face you see. In other words, the media can help break the barriers on how gender roles are portrayed in society. The more that women represent strength on T.V. will also encourage them to build their self-confidence. However, not intending that traditional ways are bad, but the era has changed by who the individual is and not by their gender.

On television commercials, billboards, the radio, public transportation advertisements, planes, the internet, and almost everywhere people go there is always directed broadcasting of advertisements for companies to sell their product; a product that is never promoted for all of the general public to use, but instead to emphasize on specific categories of consumption . Whether it may be categorized in the decadent, the money saving, health, cleaning, cooking, automotive, or whatever sub category it may be; and bigger roles that play in to commercialism are gender roles . Men and women have very different lifestyles, what they buy, do, consume, and produce. As stated in Gender Role Behaviors and Attitudes, “Popular conceptions of femininity