Post on 15-Jan-2016
Social and ideological
stereotypes in children’s toy
advertisements in Greek
television
Maria KeramydaPreschool teacher,
MA
Exploration of the use of gendered codes,
dominant ideologies and stereotypes in children’s
toy advertisements
Production of an inter-scientific
analysis model for the purposes of children’s
TV advertisements
Sample:147 children’s
toy advertisements
Methodology
Tools:Semiotic analysis
Discriptive statistics
Discussion Aim
Exploration of the use of gendered codes,
dominant ideologies and stereotypes in children’s
toy advertisements
Production of an inter-scientific
analysis model for the purposes of children’s
TV advertisements
Sample:147 children’s
toy advertisements
Methodology
Tools:Semiotic analysis
Discriptive statistics
Discussion Aim
Research aims
ώς αναπαρίσταται το φύλο στην παιδική διαφήμιση;• How are races represented in children’s toy
advertisements?• How is childhood represented in children’s toy
advertisements?• How are toys represented in children’s advertisements?• Could the model proposed be a teaching tool for visual
literacy?
meanings
television receiver
sign
advertisement
toy
Semiotic analysis
Linguistic modelsSpeech
Narration
ConnotationPresence/absenceBipolar schemes
CodesGaze
IdeologiesStereotypes
The sample
• 147 children’s toy TV advertisements
• Recording period: 22/12/04 - 02/01/06
• TV stations Μega, ΑΝΤ1, Alter, Star, Alpha, Macedonia, ΝΕΤ
• Advertisements as a sign
Methodological tools
Discriptive statistics
Semiotic analysis
Table 1. Technical and material documentation of advertisements
The table consists of 18 fields:Α. S/N: serial number of the advertisement B. Name of product: the name of the product is
being recorded in Greek or English, exactly as it appears on the advertisement
C. Time: the period of broadcast is being recorded (Christmas, Easter holidays, end or beginning of school year)
D. Duration: the duration in seconds is being recorded
E. Space: the space where the plot of the advertisement is taking place is being recorded. Five sub-categories were identified
F. Oral signifieds: the speech of the narrator or the speaker is being recorded
G. Written text: the written text which is being displayed on the TV screen while the advertisement is being broadcasted
H. Musical signifieds: • Lyrics: we record whether the music contains
lyrics or not
• Type of music: the type of music used in the advertisement is being recorded. In this field
thirteen sub-categories were identified I. Colour (dominant): As dominant colour is
defined the one which is being displayed more often in the advertisement and therefore gets impressed in our minds after the broadcast. Thirteen sub-categories were identified
J. Animation: the presence or absence of animated figures, cartoons and extracts of animated films is being recorded
K. Self-presentation: we record whether the product is self-presented or presented by others
L. Presenter: as presenters we define the subjects which take part in the advertisement as consumers and/or narrators. Eight sub-categories were identified
M. Narrator: as narrators we define the subjects which take part in the advertisement as consumers and narrators. Six sub-categories were identified
N. Action: the actions, occupations, activities of the subjects are being recorded.
O. Voice-over: the “invisible” speaker’s sex is being recorded. Four sub-categories were identified
P. Voice over (dialogue): we record whether the voice-over contains a dialogue or not (speakers talking one after the other, not to each other).
Q. Company: the name of the manufacture company is being recorded. Thirteen companies were identified
R. Webpage: we record whether the written text contains a webpage address or not.
Table 2: Technical and material documentation of toys
The table consists of 9 fields:A. S/N: serial number of the advertisement B. Name of product: the name of the product is being
recorded in Greek or English, exactly as it appears on the advertisement
C. Receiver’s sex: we record the sex of the receiver to whom the toy/game is addressed. Three sub-categories were identified
D. Receiver’s age: we record the age of the receiver to whom the toy is addressed. Since in the advertisements there are no specific references to age, we classified the toys in three sub-categories according to the age of the presenters
E. Number of players: we record the number of players, according to the information provided by the advertisement. Three sub-categories were identified
F. Type of toy/game: we identified twenty sub-categories, which resulted from the semiotic description of the dominant signifiers and signifieds
G. Signifiers: in this field we describe all the objects/items of which the toy/game constitutes in pro-iconographic and iconographic terms.
H. Material: we record the material of the toy/game. Five sub-categories were identified:
I. Signifieds: we detect the meanings/concepts presented through the toys/games and form seven sub-categories/representations:
J. Codes: we detect the codes, the communicative context within signifiers and signifieds relate and give meaning
Advertisements’ distribution according to receiver’s sex
Αγόρια 37%
Κορίτσια 40%
Κορίτσια & αγόρια
23%
Girls and boys
Boys
Girls
Αγόρια
Προσχολικ
ή
Δημοτικό
Μικτή
Receiver’s age and genderΚορίτσια
Προσχολικ
ή
Δημοτικό
Μικτή
Κορίτσια & αγόρια
Προσχολική
Δημοτικό
Μικτή
Girls & boysGirls
Boys
Preschool
Elementary
Both
Both
Both
Pre school
PreschoolElementary
Elementary
Type of toy and receiver’s genderΚορίτσια
Ατομικό
Ομαδικό/επιτραπέζιο
Μικτό
Αγόρια
Ατομικό
Ομαδικό/επιτραπέζιο
Μικτό
Κορίτσια & αγόρια
Ατομικό
Ομαδικό/επιτραπέζιο
Μικτό
BoysGirls
Girls & boys
One player
One player
One player
MixedMixed
Mixed
Group/table game
Group/table game
Group/table game
Type of toy and receiver’s ageΟμαδικά/ επιτραπέζια
Προσχολική
Δημοτικό
Μικτή
Προσχολική
Δημοτικό
Μικτή
p
Μικτά παιχνίδια
Προσχολική
Δημοτικό
Μικτή
Ατομικά παιχνίδια
Προσχολική
Δημοτικό
Μικτή
PreschoolPreschool
Preschool
Elementary Elementary
Elementary
Mixed
Mixed
Mixed
One player
Mixed
Group/table game
Races’ representation
Λευκοί
Μαύροι
Αυτόχθονες
Αμερικανοί
Ασιάτες
Black
White
AsiansNative
Americans
The advertisement Spiderman Flip ‘n Trap Playset
Semiotic analysis of the advertisement Spiderman Flip ‘n Trap Playset
advertisement
toy
Space:Indoor/ animation
Type of toy: action figoureReceiver:
boys
Colour: red, blue
Music:rock
Signifieds: representations of conflict
Codes: gendered, war
Speaker: man
Presenters: 2 boys
Narrator: boy
Baby amore gendered/
class family
Little People VillageEducational/technological interculturalBodily/commodity Professional/social
Spiderman war/athletic
Bipolar schemes
masculine feminine
cool colours warm colours
Rock music Pop music
group One player
Western/European Other