Date of Award

6-24-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Second Advisor

Dr. Carolyn Cunningham

Abstract

This study investigates messages advertisers are sending young girls ages 6-16 in America. The theoretical basis of the research includes Cultivation Theory, Social Cognitive Theory, and Social Learning Theory. Television advertisements and toy stores were coded during an 18-day study. Non-traditional advertisements, such as toys, were also part of the study. The findings of the study are: 1) advertisements encourage young girls to be similar to television characters, 2) advertisements focus on glam, beauty, and royalty, 3) advertisements promote changing appearances by using makeup and weight loss supplements, 4) television networks manipulate children into thinking they are “friends” with the characters on the shows. This study concluded media manipulates children and encourages them to attain a life that is unattainable. The study aligns with past research and implications of the harmful impact advertisements can have on children. Future research on this study should be done in different countries and with multiple coders.

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