A Study On Children's Gender Stereotypes In Video Advertisements

Children is always be favored target and image among advertisement. In recent years, video ads that appear in images of children increased a lot. While observing the conventional video ads with images of children, the phenomenon of gender roles curing also occur in these pediatric population. Normally, boys plays creative, rational, learning-related image, while girls are usually engaged in the secondary, sensual, home-related behavior. This is basically the same with the gender roles among the adults' world. At the same time, in recent years, with the change of image of the child's status, the characteristics of the gender roles began to change. Therefore, it's important to discusses the problem of children's gender role curing in the video advertising.This study selected a total of 100 video ads with the image of children from 2006 to 2015, analyze the characteristics of the gender roles of children appear in advertisements, including the duration, behavior, participation, presentation products, gender roles changes in different perspectives in this decade. According to the number of different gender in the ads with children image, gender role has been gradually tend to be balance, the appearing time of boys and girls in the advertisement began reaching equal. Further more, advertising in the past focused on infant girls, while a decade later the state has shown an evenly distributed. And from the point of view of characteristic, the image of naughty boy or the quiet girl dismissed a lot. Through these phenomena, it is not difficult to explore children's gender role in the change of the decade. This confirms that girls' status in the media and social has changed, it also shows that children's gender role began to diverse. On the other hand, children involved in different products, it shows that children began to face more pressure in society.Therefore, children's gender role in video ads is essential for children's growth, we must pay more attention to the gender image in the media, to create a more suitable for medium and social environment for children.