Gender Stereotypes and Sexualization in Italian Children’s Television Advertisements

Abstract

The objective of the present study was to examine gender stereotypes and sexualization in Italian television advertisements aimed at children. For this purpose, content analysis method was used to analyze 185 commercials broadcast from 6 pm to 8:30 pm over the three Italian television channels dedicated to children which attract the largest audience share. In order to allow comparison with previous research on gender stereotyping, two raters coded a series of variables common to similar investigations (i.e., verbs used in the ads, voice-over, voice-over message, setting, pace of the ads, activities performed by the main characters). Results indicate that gender stereotypes are still prevalent in Italian children’s television commercials. Furthermore, although the level of sexualization of children is low, we found that girls tend to be more sexualized than boys, especially in terms of “adultification.” Our findings provide an updated picture of children’s advertising in Italy by also expanding the literature on gender role stereotyping and sexualization in television commercials.