FEMALE GENDER STEREOTYPES IN CHILDREN'S ADVERTISING

In short, our study focused on stereotypes of the female gender among children in Ivorian advertising. Our aim was to show the presence of female gender stereotypes among children in Ivorian advertising. After carrying out a qualitative content analysis of our corpus of commercials, we can conclude that Ivorian advertisements do indeed contain gender stereotypes. We were able to verify this by asserting specific hypotheses. The authors of advertisements in Côte d'Ivoire use stereotypes to develop their campaigns.