Conclusions
While there are isolated exceptions, the overwhelming message of
child-oriented commercials continues to be extremely gendered. While
this was an expected finding it is nonetheless disappointing, given the
public hype about the emergence of a "new man". Based on this review,
there is little evidence that this image has permeated the world of
child-oriented advertising. This research suggests that in the area of
children's advertising there is little to challenge stereotypical gender
roles. Given the amount of time that children spend watching these
advertisements, and the fact that they have been shown to influence
attitudes and behaviours, the relative abscence of any "new boy" is cause
for concern to those interested in challenging gender-based stereotypes
and inequities.
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