Abstract
Abstract A longitudinal analysis of gender role portrayals in children's Saturday morning television advertising is presented. Data obtained over 15 years are examined for trends and changes in the nature in which males and females are presented in important ad roles. The results suggest that, while males continue to be the most frequently presented gender in children's advertising, some significant changes have occurred in female role portrayals. These are manifested by marked increases in the number of female voice-overs, product users, and major roles played by females. Suggestions are offered for future longitudinal content analyses.
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