Motivating Minors: A content analysis of social motivations in advertisements targeting pre-teens

Authors

  • Casey Hart Stephen F. Austin State University

DOI:

https://doi.org/10.58997/smc.v30i1.5

Abstract

This study is an examination of the social motivations utilized in television advertisements targeting pre-teens. Through the methodology of content analysis, over 200 advertisements targeting children were gathered and analyzed using 18 accepted social motivations. The study examines which social motivations appear most frequently in children’s advertisements, and finds that there are different motivations used to target males, females, and unisex audiences. These findings are then discussed based on the theories of social observation learning, priming, and cultivation. The differences between motivations used to target males and females in particular are discussed through the lens of gender schema cultivation.

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Published

2019-05-20

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