Journal of Communication · 1979 · 85 citations · 1 references
Social SciencesCommunicationHuman DevelopmentChild DevelopmentMass CommunicationMedia StudiesAudience ReceptionMass Communication TheoryMedia EffectsMedia ReceptionTelevision AudiencesTelevision StudiesChildren's Television AudiencesChildren's Television ReceptionHuman Development MeasurementSex-role OrientationSex-role TheoryTelevision Audience BehaviorTelevision ConsumptionYouth Television Audiences
Different production techniques for boys' and girls' ads create formal patterns that convey implicit meanings of masculinity and femininity.
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