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Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state.

Authors: Akoja Mofoluke

Publication Type: Journal article

Journal: Babcock Journal Of Mass Communication

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Abstract

Over the years, color studies showthat the favorite colors for boys were pink due to its semblance of calmness and blue for girls because of its royalty presence. Today, it is the reverseas pink is now the female gender color while blue replaces pink as the male gender color. This study examinedparent’s awareness, perception and preference for gender colorsportrayed in advertisements. The cultivation and social learning theories provided theoretical background for thestudy. 300parents participated from KosofeLocal GovernmentSecretariat participated in the study. Results show that parents are aware of gender color stereotypes in advertisements, they perceive the use of gender colorsin advertisement to be stereotypic.It was established that there is agenderdifference in preferences for pink versus blue for female and male children as internalized by parents. The need for advertisers to desist from reinforcing gendercolorstereotypes in advertising was recommended.

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Akoja,M. . (2019). Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state., 4 (), 1-1.

Akoja,M. . "Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state." 4, no (), (2019): 1-1.

Akoja,M. and . (2019). Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state., 4 (), pp1-1.

AkojaM, . Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state.. 2019, 4 ():1-1.

Akoja,Mofoluke , . "Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state.", 4 . (2019) : 1-1.

A.Mofoluke , "Awarenss, perception and preference for gender colors in advertisements by parents in Kosofe local government area, Lagos state." vol.4, no., pp. 1-1, 2019.

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