In my opinioin the gender diffrence would be significant in older age group children but this research is quite unique in exploring effect of media on human bhaviour. I wish I can read the full text and see research methodology how confounding variables and bias was adressed. This research is quite unique and different from the famous cola drink research in which few frames suggesting cola drink were embeded in normal tv commercials which observer cannot see as I think more than 20 frames needed to get a visual but the consumption of that drink increased very much.

I believe, 8 - 11 years age group is mature in the present century , to be able to be attracted towards celebrity endorsed products and would be gender conscious too! Although, as pointed out, older age groups will be more influenced and it would be an interesting study !