reading from ABER site.

http://www.aber.ac.uk/media/Students/lmg9312.html this is the link that i looked at.
This review showed that boys reacted well to male role models but rejected female models. Girls however responded well to both, but better to the women. This shows that the girls aged between 7 and 11 express preference for males products and male gender typed behaviour. Girls between the age of 4 and 7 responded better to the all female address. For boys the female role models were totally rejected. This shows that girls have a greater tendancy to get involved in cross gender behaviour than boys. As the children grow older however the allegiance towards their own gender becomes socially more important.
In another case it looks at whether certain camera angles are more appropriate for a certain gender, looking at children between the age of 1-6. This was looking at whether one style was more appropriate for one sex than the other. The theory is that children are able to uise these subtle cues in advertisements in order to make gender appropriateness judgements.
They also looked at whether the gender of the advertiser or the voice over in the adverts affected how the child evaluated the product. When this was tesetd they foun out that boys thought if there was a women talking then the product was for both sexes, but if it was a male talking then the product was for boys only. With the girls however they were more open minded and believed both to be aimed at girls and boys.