{"id":364,"date":"2016-09-29T00:00:23","date_gmt":"2016-09-29T05:00:23","guid":{"rendered":"https:\/\/www.learningtostem.com\/?p=364"},"modified":"2017-04-29T21:45:25","modified_gmt":"2017-04-30T02:45:25","slug":"tv-advertisements-depiction-of-kids-at-play","status":"publish","type":"post","link":"https:\/\/www.learningtostem.com\/tv-advertisements-depiction-of-kids-at-play\/","title":{"rendered":"TV Advertisements’ Depiction of Kids at Play"},"content":{"rendered":"

Introduction<\/strong><\/h3>\n

Remember all of the hubbub over Target’s decision to remove gender-based signage<\/a> in their toy aisles. I’m still not sure how I have managed to find toys for my daughter\u00a0without being directed to the “girl” toys. Perhaps that’s because her toy selection at home does not conform to prescriptive norms. Many of her STEM toys especially fall into the trap of often being labeled as “boy” toys either through aisle placement or product advertisement (TV or box).<\/p>\n

But, let me step away from that before I get too far on my high horse.<\/p>\n

Let Toys Be Toys<\/h3>\n

I’ve recently discovered\u00a0Let Toys Be Toys, a wonderful group dedicated to the idea that toys, books, and other child-targeted items should not be categorized or labeled with a gender. In conjunction with that\u00a0initiative, they have recently released an intriguing white paper: What Do Toy Ads on UK TV Tell Children about Boys’ and Girls’ Play?<\/a><\/p>\n

You should absolutely go check out their full report. But I did want to offer some quick highlights interspersed with my own commentary.<\/p>\n

The volunteers at Let Toys Be Toys spent over 30 hours watching television shows directed towards children and noted certain variables: which gender(s) is\/are represented, how many of each, gender of the voiceover, and words used.<\/p>\n

Let that sink in for a moment…<\/p>\n

TV programming exposes children to toy advertisements constantly. Often, as parents, we are concerned with our children becoming enamored with the latest new toy. But, this report highlights a potentially more concerning and\u00a0underlying impact: how our children perceive the appropriateness of toys relative to their gender.<\/p>\n

As a researcher, I find the inclusion of the voiceover gender as a variable to be an awesome choice! And one I had not ever really considered.<\/p>\n

Highlights<\/h3>\n
    \n
  • When one child is presented, she or he play with toys that align with gender stereotypes. For example, girls with dolls and boys with weapons and building sets.<\/li>\n
  • Boys never presented alone with dolls<\/li>\n
  • Girls rarely (4%) presented alone with vehicles<\/li>\n
  • All ads where girls and boys are presented together featured male voiceovers<\/li>\n
  • More emphasis placed on physical activity in advertisements featuring boys than girls<\/li>\n
  • Distinctly different themes for boys (mastery \/ conflict) than girls (appearance \/ magic \/ relationships)<\/li>\n
  • Advertisers only targeted boys with weapons,\u00a0except for the Nerf Rebelle<\/li>\n<\/ul>\n

    Commentary<\/h3>\n

    I already have mixed opinions on toys\u00a0being transformed to be more “girl-appropriate” versions. Traditional Nerf guns become Nerf Rebelle. Makey Makeys become Circuit Beats. Lego becomes Lego Friends.<\/p>\n

    And I have equally mixed feelings about modern advertising. On the one hand, it is entirely understandable that businesses desire to make money. And one way to do that is to heavily market to your audience in familiar ways. Society is driven by certain inevitable truths: boys like weapons and girls like dolls.<\/p>\n

    Companies have no reasons to deviate from this norm. I imagine they would receive backlash for depicting groups of boys playing with dolls. Just as much backlash as Target received for de-gendering their toy aisles. I imagine, too, that\u00a0the backlash would come from the same people.<\/p>\n

    So what do we do with the research from Let Toys Be Toys? It’s helpful to be aware of\u00a0the types of advertisements our children are viewing. And Let Toys Be Toys are working to expand that awareness on a macro scale.<\/p>\n

    I offer no answers. Only half-formed thoughts and a gentle nudge that everyone read through their report and think critically the next time you view a toy advertisement. Or, better yet, ask your child to also think critically as well and begin conversing with them about stereotypes.<\/p>\n

     <\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Introduction Remember all of the hubbub over Target’s decision to remove gender-based signage in their toy aisles. I’m still not sure how I have managed to find toys for my daughter\u00a0without being directed to the “girl” toys. Perhaps that’s because her toy selection at home does not conform to prescriptive norms. 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