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Perspectives in Communication Studies

Festschrift in Honor of Prof. Dr. Ayseli Usluata

Edited By Ayşe Binay Kurultay and Burcu Sabuncuoğlu Peksevgen

This book brings together friends and colleagues of Prof. Dr. Ayseli Usluata who cherish her as a person as well as an academic. As we have all experienced, Prof. Usluata’s major passion is advancing academia as an interdisciplinary collaboration. Thus, this book’s aim is to bring together current original works in communication studies and business communication fields. This volume is intended to provide an intellectual, multi-faceted and balanced collection of writings from various academic fields with a communication focus. Academic articles in this book range from branding cases to advertising studies and to media education.

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Jan Sanem Jular, Candan Celik Elmer & Paul Elmer - (Re)presenting Gender in Children’s Television Commercials


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Jan Sanem Jular, Candan Celik Elmer & Paul Elmer

(Re)presenting Gender in Children’s Television Commercials

Children raised in late capitalist societies learn how to become effective consumers; they directly exercise their own purchasing power more than ever and have a say in household consumption, not necessarily solely for children’s products (Mangleburg & Tech, 1990). This process is not new, but has been observed throughout the past forty years, during which time it has been characterised as consumer socialization, the “processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace” (Ward, 1974, p. 2, cited in Marshall, 2010). Within this process children themselves take an active role as “buyers, users and recipients of consumer goods” (Marshall, 2010, p. 1). This chapter uses quantitative content analysis to reveal how advertising combines images of consumption with images that inform children’s gendered social behaviour. This offers a subsequent link between the consumption of goods, the underpinning commodification of play as an activity, and the consumption of gendered lifestyles

The role and centrality of child consumers appears to be increasing. In the US, market intelligence suggests that children influence up to four-fifths of household purchases and that children’s direct consumer spending increased from $17.1 billion in 1994 to $1.2 trillion in 2012 (Goodwin, 2013). As with other markets, such growth whets the appetite of businesses and advertisers, and advertising spend has risen in parallel so that...

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