Selling Stereotypes: Reviewing the Impact of Business Advertisements on Gender Norms and Socialization

Abstract

Today’s children and youth1 are constantly exposed to a media deluge, fuelled by a globalized and ever-expanding media and information technology sector. The marketing and advertising industry has used this expansion in media platforms to more effectively target young consumers. Worldwide, 71 per cent of youth (aged 15–24 years) is online – the most connected age group – compared with 48 per cent of the total population, with regional variations.2 It is estimated that the amount spent globally on advertising targeting children in 2019 was US$4.3 billion – now one of the fastest-growing online audiences.3