Gendered Voices in Children's Television Advertising Televised ads for toys directed to children were examined to address two research questions: (1) Do advertisers script language differently for females and males? and (2) How isgender used as a discourse code to link products to gender roles?In a sample from 1996, 1997, and 1999, ads for boy-oriented toys outnumbered those oriented to girls. In boy-oriented ads, the voice-avers were exclusively male and in the girl-oriented ads, they were mainly female.