Hot Wheels Ideology

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Hot Wheels Reinforced Dominant Male Ideologies Hot Wheels are small and colourful cars designed for boys and were introduced to the public by the American toy maker Mattel in 1968. This toy is designed for boys over 3 years old. Many people have a problem with the inherent message that Hot Wheels sends to boys about their roles in society. This essay will evaluate how the Hot Wheels cars reinforce traditional male gender stereotypes. Hot Wheels marketing and advertising promotes the range as only a boy’s toy. The ideological assumptions are reinforced by the promotion of high risk, competitive, fast and aggressive behaviours. This toy mostly has negative effect on children through the reinforcement of gender stereotypes. Hot Wheels marketing and advertising promotes the range as only a boy’s toy. Hot Wheels can be found from boy’s toy section in a store and in the catalogue. Hot Wheels is coloured with bright colours and this toy comes in small box that coloured with blue and has fire scheme that says Hot Wheels at the top and also the fire scheme is their main logo. The promotional materials …show more content…

In their advertisement they show a high-risk video where fast cars are jumping and speeding. The ideological assumptions that is reinforced is the promotion of high risk. The fact that the cars are driving really fast and doing stunts shows how dangerous it is. Showing dangerous driving is giving messages to young boys to how should drive a car. It also promotes competition. It also promotes competition by encouraging boys to beat each other during a race. It also promotes fast and aggressive behaviours. Young boys learn being fast is the best way to beat each other. When they lose their competition boys get angry and emotional. Hot Wheels promotes the male gender careers. Promotes make gender careers such as professional drivers, designers and so

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