If We Want Equality, Would You Still Having Ads of Toys for Children and for Girls?

Why society insists on showing children’s toys and toys for girls? We don’t want a gender equality? There are many fronts on which to act, but the influence of advertising can also benefit society and promote a change towards gender equality.

That claim advertisements that do not distinguish between toys for children and girls, that there is no boys and girls Princess engineers, who not only girls take care of their baby dolls. And, although we mentioned it I a few years ago, it seems that time stops in this topic: toys ads transmitted to children models sexist.

We read an article in the magazine report entitled”The representation of gender in the campaigns of toys at Christmas (2009-2012) “in which analyzes the representation of gender in Spanish children advertising”.

The study is carried out through seven variables: types of products, represented gender, mensajes-valores, voice in off, period, represented actions and interaction between characters. These variables are collected in works studying the uses and preferences of selection of toys according to the gender of the child and of studies examining the modes and forms of advertising to represent children and toys.

The sample universe constitute it 595 advertising toys on television channels: TVE1, TVE2, Telecinco, Antena 3, Cuatro, La Sexta, Boing and Disney Channel during three time periods: Christmas of 2009, 2010 and 2011.

There could be a better period for doing research, as we are experiencing in our own meats, the invasion of ads (and children gawk with them) it is important at this time. But, What kind of toys is usually to advertisements for children and what girls? Or, better still, what values are associated with each genre?

Skill and power for children, beauty and maternity for girls

The study results show that, although there is parity in the representation of gender in the sample analyzed child advertising (i.e., appears the same number of children than girls), There are clear differences in the types of most advertised toys.

  • Advertising action figures is home to largest percentage of male characters associated with values such as competition, individualism, ability and physical development, creativity, power and strength. In buildings, scale vehicles and action figures toys the male gender is the most represented.
  • However, announcements of dolls has highest percentage of female children’s characters and these associated values beauty and motherhood. The typology of dolls and accessories is dominated by the representation of the female gender and only secondarily increases the male presence in the last year.

The fact that the physical aesthetics, Domesticity and motherhood are three values with high frequency in the representation of the female gender and appear associated can promote a social message that beauty and woman as inseparable reality (a message that comes on many other fronts and commented often on the blog, for example with the subject of the famous moms which are impeccable in magazines).

Ultimately, children toys advertising promotes messages that the girls have to take care of their beauty and the boys his power and strength, which is reinforced by the use of tone exaggerated in voiceover (insurance that you come to mind many ads that comply with these features sexist).

Toys and gender roles

As pointed out by various, in the first years of life authors children practice the future social roles through games, costumes, stories and toys. If the models that we show children are differentiated in watertight compartments, not cook the kids in the future (or want to be chefs) will architects be girls (or want to be him)?

There are some gender stereotypes that unconscious, we pass on to our children, in family, in society and how not, through television and announcements that both call them attention to kids.

For this reason, and also for reasons such as the crisis, no wonder that many families may decide to restrict television channels which does not display ads, so children do not ask anything (or ask for less) and not face those stereotyped models.

But let’s say that the ads would be “less bad” If you look after the appearance of sexism. There are studies which indicate that children prefer toys previously qualified for their gender and reject opposites. But if toys lack a stereotype as being sexist, the children selected toys according to your tastes.

Clear, even if ads are not sexist, preference towards one or other toys are related to imitation that children make the roles or behaviors seen in parents, so, back to the beginning, towards the pursuit of equality act on many fronts, beginning with the family.

Because if a child has not seen his father take a broom ever, will miss seeing that a child if done with a broom toy on TV.

I am sure that if in the majority of homes have kitchenettes and babies for boys and girls, these toys would appear in advertising also with children. Luckily, everything must be said, and in this I usually quite secure because it catches my attention, increasingly are less rare ads in those who are boys and girls playing together to whatever.

This is confirmed by the study of which we have spoken above, since your data is extracted in the last analyzed period (Christmas 2011-12) increased the percentage of ads with presence of characters of both sexes (28% two years before to 40%).

However, it should be noted that, although parity in representation increases, this is appreciated, mainly, in the types of electronic toys, crafts and animals. As we have pointed out before, in other types of toys the distinction remains quite marked.

So let’s hope that soon when you return to a study on the representation of gender in the advertising of toys, there are no differences between the types of toys that you advertise children. Sure that spend it well playing whatever, and if both dad and MOM, can be better.

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South Haven Tribune

South Haven Tribune

Source: www.southhaventribune.net

South Haven Tribune

South Haven Tribune

Source: www.southhaventribune.net

South Haven Tribune

South Haven Tribune

Source: www.southhaventribune.net

South Haven Tribune

South Haven Tribune

Source: www.southhaventribune.net

South Haven Tribune

South Haven Tribune

Source: www.southhaventribune.net

South Haven Tribune

South Haven Tribune

Source: www.southhaventribune.net