Since forever society has been dealing with gender stereotyping which are becoming more
apparent throughout the years, because of social media. Advertisements are a very
powerful tool that present various gender expectations. Blue colored backgrounds, baggy
clothing and competitiveness are usually the ads that present masculinity. On the other hand,
pink colored backgrounds, preppy clothing and beauty, present femininity. In the 1981, Lego
published an ad that went against these norms. This ad represents a young girl around the ages
5 and 6 wearing loose-fitting clothing that are mostly blue in color. In her hands she is
holding a building set created by herself and her face is full of joy. Lego is a company that
sells
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The color
and text layout as well as the targeted audience, play a major role to the ads deliberate message.
Color and Text Layout
Firstly, the colors used in Lego’s Ad are trying to portray a strong message, even though the
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colors that were used were quite neutral. The girl who is the main feature of the ad, is standing
in front of a brown background. This color is unbiased and bland, which is what the advertisers
had in mind, since its not the main focus of the advertisement. The color brown represents
honesty, down to earth and friendliness (Olesen), which seems to be the perfect match to the
girl’s outer characteristics. Furthermore, the little girl is wearing blue jeans and a blue-white
stripe t-shirt. Her outfit appears more like a boy’s standard everyday outfit, rather than a girl’s
typical wardrobe. The colors picked for this visual are leaning towards a male’s preference, but
presented by a female figure; in order to contradict society’s
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However, from my perspective this ad doesn’t only target children
of both genders, but parents as well. In my opinion, a child who stares at this advertisement,
might not find anything odd or abnormal about what he or she sees. The Ad is demonstrating a
complicated gender stereotype that a 5-year-old or a 10-year-old might not even notice. In this
case, it is more obvious that an adult such as a mother or father may be the targeted observer.
William O’Barr the author of ‘‘Representations of Masculinity and Femininity in
Advertisements’’ stated, that parents are the ones that teach the child about societies gender
expectations. In other words, a child is not born knowing what these expectations are because
they are not normal. Society would expect this girl in the ad to be wearing a pink dress and
holding a more feminine toy, because a building game is considered a male’s typical game. This
advertisement completely shatters these expectations by demonstrating a girl wearing boys
baggy clothes and feeling proud by holding her building set creation.
Conclusion
The Lego’s Advertisement that feature the ‘‘what it is is beautiful’’ ad, conflicts with
Gender Stereotypes Among Children's Toys When you walk into the toy section of any store, you do not need a sign to indicate which section is on the girls’ side and which section is on the boys’ side. Aside from all the pink, purple, and other pastel colors that fill the shelves on the girls’ side, the glitter sticks out a lot as well. The boys’ toys, however, are mostly dark colors – blue, black, red, gray, or dark green. The colors typically used on either side are very stereotypical in themselves.
It's a very simple message, and one that comes across very clearly due to the nature of the advertisement's simplicity. All in the matter of seconds, the advertisement leaves the reader with a clear sense of what the product does.
In order to fully comprehend the how gender stereotypes perpetuate children’s toys, one must understand gender socialization. According to Santrock, the term gender refers to the, “characteristics of people as males and females” (p.163). An individual is certainly not brought into the world with pre-existing knowledge of the world. However, what is certain is the belief that the individual has regarding him- or herself and life stems from socialization—the development of gender through social mechanisms. For instance, when a baby is brought into this world, his or her first encounter to gender socialization arises when the nurse places a blue or pink cap on the baby’s head. This act symbolizes the gender of the baby, whether it is a boy (blue cap) or a girl (pink cap). At the age of four, the child becomes acquai...
That is, boys will customarily receive blue clothing or toys while pink clothing or toys will be for girls. “Children‘s toys and games are also differentiated on the basis of sex” (Diekman and Murnen 2004; Seccombe p.99). Through these toys or playing with these toys, boys and girls would eventually distinguish the differences between male and female; also, may strengthen, and perpetuate the traditional gender stereotypes. For instance, boys or men are expected to act and behave in ways that have been considered masculine or associated with masculinity (Seccombe p.104); “men are often assumed to be more aggressive, sexual, unemotional, rational, and task oriented than women” (Seccombe p.93); and thus, action figures, such as Superman, WWE wrestling toys, and Hulk are made for boys to play with. While girls or women’s roles are associated with femininity (Seccombe p.104); “women are assumed to be more nurturing, passive, and dependent” (Seccombe p.93); and so, cooking and baking set and baby dolls with bottle feeding and diapering set are made for girls, so, they could apply their nurturing and culinary skills when they get older and mainly do household chores. Personally, I believe these toys have both negative and positive influence on children’s socialization. For instance, playing with toy guns or military toy set with a knife may lead to early exposure to violence and aggression. However, some toys, such as Lego building set and blocks, arts and crafts have a powerful and influential influence on children’s thinking and
The function of toys in children’s lives has a relevance to the socialization of girls and boys in accordance with gender roles and society’s perception of what is appropriate for girls and boys. Gender stereotypes are learned parts of cultural adaptation and agents of socialization. Society defines what is masculine and feminine as well as the natural inclinations of girls and boys to play in different ways. Observational methods of socialization such as modeling are small pieces to the fundamental cognitive and physical differences of girls and boys. Inevitably, nature supplies biological structure while human ecologic adaptation performs the ability to build on knowledge established through empirical research and advancement in the development of toys that result in well-rounded adults.
The society that we live in today has more parents who are open-minded and understand that different toys benefit different aspects of a child’s learning. The world we live in is not perfect though, a parent might be a little hesitant to give a boy a doll to play with. Changing the color of the box or making the doll a boy would not affect this parents decision on letting their child play with the doll. If a parent does not want their child to play with a certain toy based on traditional gender roles, then that parent is closed minded and the changing of how toys are marketed will not affect their decision. Children will find a way to get that specific toy anyway, whether it be from a sibling or a
The LEGO Group organization is famous due to its flagship product – colourful plastic bricks that can be interlocked to form a variety of figures, and then disconnected again. These binding bricks originated in a wooden form when the company was first established in Billund, Denmark by Kirk Kristiansen in 1932 (The LEGO Group, 2012), and today’s well known plastic version was introduced in 1958 (Rosenberg). The company’s head office is located in Billund to this day, and The LEGO Group remains privately owned by Kristiansen’s family (The LEGO Group, 2012). They currently sell toys and teaching materials in over 130 countries worldwide.
In the short story "Barbie-Q,” by Sandra Cisneros, the young girls didn't mind they did not receive other things such as new Barbie's or Ken Barbie's and the friends to go along with the dolls (206). These girls were just happy to play with their own dolls. The girls have bonded with each other and they enjoy playing with each other's dolls. A doll brings two or more children together for fun and social entertainment. Have you ever listened to a child frequently you will hear a child say " so what” that means the child really don't care, it don't matter; nothing else mattered to the two little girls. In the short story "Barbie-Q,” by Sandra Cisneros to purchase a brand new Barbie doll meant that the dolls are expensive in the store so the girls are very happy and pleased to own a second hand Barbie. When the parent places the dolls in the child's hands the dolls take on the character of the owner's beauty; culture; how girls see themselves and the future when the kids are all grown up. Barbie is a fun toy to dress up. Each child has her or his own imagination of a Barbie doll. I, too, myself, like watching all the different cultural background Barbie dolls in the malls or Macy's Department Store around Christmas times. Most large department stores dress
The socialization of children is greatly affected by the toys they are exposed to while growing up. Looking through magazines and walking down the aisles of toy stores it is clear that toy companies are supportive of cultural gender roles biases. Toys designed for girls are commonly found in pink boxes; typically these toys involve housework or taking care of children, for example, dolls and easy bake ovens. On the other hand, “boy” toys are found in blue and black boxes, and a lot of them involve construction and cars.
There are four main signifiers, the woman, the beer, the copy and the first and third place awards. The advert draws the attention of the reader with the large picture of the woman, the reader would then view the picture of the beer and quickly read the copy and then move on to the first and third place awards. It also follows the Z formation of many effective ads. The ad clearly excels at technical level. However, this advert was banned after it was deemed too offensive by advertising watchdogs when they received complaints for offensive material.
According to Lisa Belkin, Barbie is good for society because she’s fun to play with and she encourages little girls to use their imagination and dream big. Many young girls who play with Barbie dolls have realized that she is just a doll. Some of these little girls don’t have the desire to look like Barbie; they just think Barbie is just a doll that they play with and leave them everywhere. At a young age girls are given their first Barbie doll and thought what “perfect” should be. Barbie portrays the perfect image and life. Not only is Barbie tall, skinny, and beautiful, she has all the luxurious accessories to match her perfect life. To go along with her perfect life she is accompanied with the perfect boyfriend, family and dream house.At a young age girls are also being influenced by this doll, what they should look like, and what kind of life they sgould lead. Young girls strive to achieve this look which is life threatening to obtain. Regardless to the changes they made to Barbie, she is still far from real. Little girls that are mature enough don’t strive to look like Barbie because she’s just a plastic doll.(Debate.org, 9). According to “The Intentions behind the creation of Barbie”, Barbie dolls ...
It may seem trivial and go unnoticed to most, but by assigning Barbie a real career, people are able to identify with and recognize her. The marketers also provide Barbie with a life other than modeling, such as friends and a home. The Ken doll, which is commonly known as Barbie’s boyfriend, makes her appear more real to the audience. Girls are able to identify with the idea of a boyfriend, which makes the notion of Barbie seem more realistic and desirable. The same idea is applied to the many friends Barbie has been accompanied by over the years. Lastly, and perhaps most famously, Barbie, like almost all of the girls who play with her, have a home. The Barbie Dream House is just another clever way her marketing team has presented her to society as a real person. Humanizing Barbie, and portraying her in such a manner makes her more attractive to potential buyers. The girls who engage in play with dolls do not want merely a doll; they desire something they can relate to and envision in the real world. Imaginative play is a large portion of childhood, and the ability for children to posses a doll like Barbie , who represents a real person in society, is extremely valuable. The use of social constructionism in the marketing of products such as Barbie is both brilliant and effective.
The gender stereotypes we are experiencing today are outdated and need change. Right now, gender marketing is higher than it has ever been. A comparison can be shown as Robb states “In the 1970s…few children’s’ toys were targeted specifically at boys or girls at all; nearly 70% of toys had no gender-specific labels at all” (Robb). Since the 70’s gender marketing has climbed its way up to its peak. There is a sort of disconnect between marketing and new gender advancements that have been occurring recently. The gender standards that are currently being used are outdated and do not hold true as more women are excelling in the sciences, while more men choose to become stay at home fathers. The “Let Toys be Toys” campaign website claims that “themes of glamour and beauty in toys and playthings directed at even the youngest girls tips over into a worrying emphasis on outward appearance. Stereotyped attitudes about boys are equally harmful as the constant assumption reinforced in toy advertising and packaging that boys are inevitably rough, dirty, rowdy…which feeds low expectations of boys that undermine their performance at school”(“Let Toys be Toys”). These outcomes are not acceptable, and gender-neutral toys may aid in combat against these old age ideals, and could possibly help make the
Marcos, I. (1998, November 14). Let's go Barbie: A doll's history. The Guardian, p. 16. Retrieved February 28, 2014, from the Lexis Nexis Academic database.
“How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.