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Child Psychology – The Impacts of Advertising

4. Gender in Advertising

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In this lecture, we think about how gender is presented in advertising, focusing in particular on: (i) how gender and sex can be differentiated by gender roles and internal gender schema, both of which can be impacted by advertising; (ii) the enhancement of gender roles in advertising, in order to sell products to children and adults; (iii) the nature of gender schemas beginning to develop early in children’s lives, with the initial foundations being created in the first few years of life; (iv) the role that advertising plays in exposing children to gender roles and gender-specific behaviour that may be rewarded; (v) the impacts of gender stereotyping on subject choice in school, as well as career decisions.


In this course, Dr Cathal O’Siochru (Liverpool Hope University) explores the impact of advertising on children. In the first lecture, we think about how much advertising children are exposed to and the impacts it might have. In the second lecture, we think about persuasion and its role in advertising. In the third lecture, we think about how advertising can promote stereotypical views and the negative impacts for both the group(s) being stereotyped and the individual(s) exposed to them. Next, we think about how gender is represented in advertising. In the fifth and final lecture, we think about ways in which we can teach children to be more resilient to the influences of advertising.


Dr Cathal O’Siochru is a senior lecturer in education studies at Liverpool Hope University and has a background in psychology, research methods and education. Dr O’Siochru’s research interests include the psychology of education, epistemological and pedagogical beliefs, and assessment practices. Some of Dr O’Siochru’s recent publications include 'Action learning: how can it contribute to a collaborative process of pedagogical action research?' (2020) and 'Academic perspectives of metrics: Procedural justice as a key factor in evaluations of fairness' (2019).

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APA style

O'Siochru, C. (2022, May 10). Child Psychology – The Impacts of Advertising - Gender in Advertising [Video]. MASSOLIT.

MLA style

O'Siochru, C. "Child Psychology – The Impacts of Advertising – Gender in Advertising." MASSOLIT, uploaded by MASSOLIT, 10 May 2022,

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