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![Page 1: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/1.jpg)
Social and ideological
stereotypes in children’s toy
advertisements in Greek
television
Maria KeramydaPreschool teacher,
MA
![Page 2: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/2.jpg)
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
![Page 3: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/3.jpg)
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
![Page 4: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/4.jpg)
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
![Page 5: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/5.jpg)
Semiotic analysis
Linguistic modelsSpeech
Narration
ConnotationPresence/absenceBipolar schemes
CodesGaze
IdeologiesStereotypes
![Page 6: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/6.jpg)
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
![Page 7: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/7.jpg)
Methodological tools
Discriptive statistics
Semiotic analysis
![Page 8: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/8.jpg)
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
![Page 9: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/9.jpg)
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
![Page 10: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/10.jpg)
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
![Page 11: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/11.jpg)
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.
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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
![Page 13: Social and ideological stereotypes in children’s toy advertisements in Greek television Maria Keramyda Preschool teacher, MA.](https://reader035.fdocuments.net/reader035/viewer/2022081506/56649c915503460f9494b316/html5/thumbnails/13.jpg)
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
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Advertisements’ distribution according to receiver’s sex
Αγόρια 37%
Κορίτσια 40%
Κορίτσια & αγόρια
23%
Girls and boys
Boys
Girls
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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
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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
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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
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Races’ representation
Λευκοί
Μαύροι
Αυτόχθονες
Αμερικανοί
Ασιάτες
Black
White
AsiansNative
Americans
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The advertisement Spiderman Flip ‘n Trap Playset
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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
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Baby amore gendered/
class family
Little People VillageEducational/technological interculturalBodily/commodity Professional/social
Spiderman war/athletic
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Bipolar schemes
masculine feminine
cool colours warm colours
Rock music Pop music
group One player
Western/European Other