Onderzoeksartikel

Verschillen in inhoud en vorm van speelgoedcommercials gericht op meisjes, jongens en beide seksen

---

Abstract

The aim of this study was to gain insight into formal and content features of Dutch television commercials for toys, with girls, boys and both sexes as target consumers. The sample consisted of 18 girls ads, 32 boys ads and 44 mixed ads, which were recorded in November 1998. Our findings show clear differences among commercials for the different target groups. Both neutral and boys commercials are much more varied in their content features than girls ads are. Concerning formal features, neutral ads are in some ways similar to boys ads, in other ways they are similar to girls ads. However, typical ‘feminine features’, like dissolves, never appear in neutral ads. Our findings show that advertisers’ knowledge and common sense about differences between the sexes is reflected in commercials. This raises an important issue: to what extent does this affect boys and girls?

How to Cite:

Verstegen, D. & Hoeken, H., (2004) “Verschillen in inhoud en vorm van speelgoedcommercials gericht op meisjes, jongens en beide seksen”, Tijdschrift voor Communicatiewetenschap 32(1), 60–78.