A content analysis of values portrayed in TV commercials for games and toys

Abstract

Advertising and its content significantly influence the consumer socialization process, particularly among children. It aids children in discovering products and shapes their desires, attitudes, and behaviors. To explore this, we conducted a content analysis of TV advertisements promoting games and toys from December 2020 to 2021 in Romania. The study's focus was to uncover gender-specific values projected through the marketing of children's games and toys in these TV commercials during the festive season. Seven TV channels were analyzed, totaling 2070 minutes of content each year, with 248 distinct commercials. The findings revealed prevalent gender stereotypes in these ads. Values associated with girls predominantly included caring, beauty, friendship, fun, and happiness. In contrast, values projected for boys encompassed competition, autonomy, adventure, challenge, and fun. Remarkably, materialism was more pronounced in toys aimed at girls.

Keywords

• values
• children advertising
• games
• toys