Sex stereotyping in children's toy advertisements

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
William T. Markham, Retired (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Forty-eight categories of toys were rated in terms of sex appropriateness by 48 students. A sample of 392 pictures of children with toys in 12 toy catalogs and 538 pictures of children with toys on toy packages in four retail stores was coded according to toy type and sex(es) of children shown. The rated sex stereotype of the toy category proved to be very strongly related to the sex(es) of the children shown with the toy in catalogs (r=.89) and on toy packages (r=.87). Toys rated as moderately sex typed by raters were just as strongly stereotyped in toy advertisements as those rated as strongly sex typed.

Additional Information

Sex Roles, 12(1-2) (1985), 157-170
Language: English
Date: 1985
Toy advertisements, Children, Sex roles, Gender stereotypes

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