International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Children’s Representation in Advertising: A Content Analytic Look
Evripides Zantides, Anna Zapiti

The aim of this study was to examine the ways that children and display typography are presented in printed advertisements with either children or adults as target audience in Cyprus. The images were collected from four local weekly magazines over a two-year period. A series of variables common to similar investigations were used to provide a coding scheme. The contribution of this study lies on the investigation of gender stereotypical portrayals of children. Moreover, the current study extends the visual analysis of the advertisements into an analysis of the display typography of the advertisements. The data revealed that a stereotypical view of female children is present in these images and this is not only expressed in gender stereotypical traits but also in letterform characteristics. Differences in the typographic elements were also found concerning target group. These findings set the directions for future research.

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