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Gender specific marketing
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Toys have been separated by gender since the very beginning of toys. I distinctly recall walking right to the “boys” section for my toys, bypassing anything that was pink or labeled “for girls”. But it’s not just me who recalls doing this, but most children in American would recount a similar experience. A recent CNN article by Emanuella Grinberg titled “Let toys be toys: The case for gender-neutral marketing” exposes the fallacies of the idea that toys will only be successful if they are marked for a particular gender. Grinberg (2015) supports Michael Messner’s findings in “Barbie Girls versus Sea Monsters” showing that gender-neutral toys can not only succeed for the marketers, but also for the kids who purchase and use them. Based off of …show more content…
It shows how these subtle images we receive at an early age of what is masculine and what is feminine; actually carry with us throughout the remainder of our life. This doesn’t just stop once we graduate from using toys; this effects each and every one of us for the rest of our lives. Whether we realize it or not, what we learn at a young age about color and the use of masculinity and femininity to separate boys and girls, directly effects the structure of gender for the rest of our life. We often don’t even recognize or understand the structuring of gender that takes place at an early age, but this is highlighted in Messner’s article “Barbie Girls versus Sea Monters”. The CNN article features two vitally important aspects in Messner’s work, power and segregation.
Power
Messner talked about the “structure of gender” which I have talked about earlier, but he specifically broke it down into a couple categories, power and segregation. Segregation I will get into later, but I want to really dive in on power for a second. Messner took a look at a youth soccer league and quickly stumbled upon something that is fascinating. Of the 30 positions on the Board of Directors, males controlled 21 of them and females controlled only nine positions. Of the 156 recreational soccer teams, 133 teams were coached by men, compared to just 23 teams coached by women. You could then make the argument that it’s just because more men are interested in soccer than women. But Messner quickly dispels that,
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.
Based on my observation, Walmart is one of the toy retailers labeled and categorized toys by gender. They placed “Girls” and “Boys” signs over their toy aisles. Initially, I studied the toys under
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
Even though our country supports equality in gender, differences still exist. This issue of gender and sexuality of our society has had one of the biggest impacts in my life since I was raised with five brothers. Since birth, I was immediately perceived by my parents as my gender role of girl and daughter. My brothers were given action figures, cars, and guns to play with. I was given the traditional girl toys Barbies, baby dolls and kitchen sets. Of course, I enjoyed my traditional girl toys but it might have been nice to have a choice and be able to have the same toys as my brothers to play with. I eventually concluded that I should be satisfied with whatever toys were given to me by my parents.
In the article The gender Marketing of toys: An Analysis of Color and Type of Toy on the Disney Store Website, Auster and Mansbach conducted research to examine the gender marketing of toys on the internet. They looked at what characteristics of “boys and girls” toys share, such as color of toy, type of toy, and witch toys were labeled for girls and boys. The pre - research of this study suggested that children are making gender distinctions of themselves and their group based on the types of toys that are bought for them. Bright and darker colors are meant as a distinction for “boy” toys, while pastel colors are meant for “girl” toys. The previous research also suggested that toys for boys and girls express traditional gender roles and that gender neutral toys are more likely to
In Katha Pollitt’s essay “Why Boys Don’t Play with Dolls,” she explains the differences between the genders and she argues how feminist movements are hardly appreciated. Pollitt further demonstrates that women’s have the same power as any men have, but society doesn’t let women get higher than men. Pollitt explains that, “It’s twenty-eight years since the founding of NOW, and boys still like trucks and girls still like dolls” (544). From here, we can infer that the author is comparing the activities of boys and girls, and their choices of toys. Since, I am able to read and see the World, I saw that all the time that boys are more rivalry. There have always been presumptions in society that boys are very outgoing and bold, on the other hand, whereas girls are a little laid back sometimes. Girls play quietly and with non-hunting objects. However, boys always make noises. In addition, Pollitt keeps using the word “feminism” throughout her essay, and talks about how women and men should have equal rights. For example girls can do the same things as boys can do or vice versa. I can relate to this story as I grew up with two brothers who always played with cars, trucks, and other toys like dragons, but I was expected to stay away from their things and go play with my, so called, girly stuff.
Education is a potent institution used to reinforce gender differences. In our reading we found that children are much more likely to separate themselves at school in gender categories than in their neighborhoods. As Barrie Thorne points out in her book Gender Play, “Apart from age, of all the social categories of the students, gender was the most formally, and informally, highlighted in the course of each school day” (pg 34). I feel that many experiences in elementary school have reinforced my gender outlook. I spent much of my time in elementary school racing the boys and biting my nails to show I wasn’t scared to “break a nail” and never wearing a dress. Recess was a fight for me half the time. I didn’t like the connotation of being called a “girl.” Now I realize that I was trying to oppose the gender role I was expected to perform, yet eventually I grew out of that “phase” of fighting against the norm and joined the ranks of the girls. I moved from the field, to the bars and jump rope. I see now that the change I went through was just giving in to the reinforcement around me to be feminine. Instead of fighting against the grain, I chose the easy road by...
We may know the most controversial piece of molded plastic formed into the shape of an out of proportion woman with blonde hair. Her name is Barbara Millicent Roberts, or as we know her, Barbie. With her odd portrayal of a woman, many believe that Barbie should be banned for suggesting to young girls that a woman only has one image to strive for. But Barbie is no more than a “piece of plastic” molded into something that looks nothing like a woman at all; she is a simply innocent child’s toy that should never be used as a tool for feminists. The Barbie controversy started in 1959 when she was introduced to a toy fair in New York after becoming popular overseas. The controversies went from her being too lewd to being too thin, both reasons supposedly encouraging unacceptable thoughts in the minds of young girls. Although many believe that this toy is harmful, we need to see that Barbie is just an innocent toy that promotes positive imagination of future careers and self-image in our young generation of females.
Auster, Carol, and Claire Mansbach. "The Gender Marketing Of Toys: An Analysis Of Color And Type Of Toy On The Disney Store Website." Sex Roles 67.7/8 (2012): 375-388. SocINDEX with Full Text. Web. 30 Apr. 2014.
As a child, our toys were not exactly as gender neutral as earlier times, but also were not as gender stereotypic as the toys in today’s time. The fact that everyone eventually comes into contact with buying toys whether you have kids or you have a friend or family member who have kids which makes this an important topic. Eventually, everyone has to buy a child a present. Would it bother you that all toys are either pink or blue and there is no in between? Or does sticking to what your child is already familiar with and knows the more ideal option when it comes to gender stereotyping with children’s toys? Authors James Delingpole and Eleanor Muffitt both do a good job at arguing both sides to this issue. Although both authors provide valid points throughout each article, about gender stereotyping with toys, James Delingpole clearly was more effective in persuading the audience because he used all three elements; ethos, logos, and pathos to support his idea.
The toy industry makes it seem acceptable that only certain toys are suitable for one or the other gender by marketing them as such. For a parent to differ, it would mean stepping out of the box, possibly alienating their child from others with a choice that might seem odd. Rather than making their child feel or appear awkward, parents continue to support the gender biases found in toys, thereby promoting gender socialization. It is important however, that parents, as role models and consumers, must be diligent in their choices and make decisions that will help either negate or balance out gender biases in
When I started on this paper I figured all the information I would find out is knowledge I would already know of on this subject, but then I actually found out more new information than I already knew. One day in late November Hayden and I were joking around with Evan and he said a very interesting thing that I will never have guessed he would ever say again. He said, “I just got out of the hospital” we asked why and he said, “Because of my depression.” I never knew even had struggled with depression until he told us he did. So I had to find out if the over use of video games led to his depression. The first question I asked him was when did you first start playing video games, and he answered, “I started playing video games when I was in kindergarten it was on my Nintendo 64 playing Frogger. I asked him besides sleeping and at school at what percentage do you play video games he replied, “65%.” I also went on to ask him if he knew that playing to many video games leads to aggression and depression and if he thought this is why he has been diagnosed with depression. He answered yes to both of these questions. Because of this story it made me think, does certain toys create problems in a child’s future development?
The days of blue is for boys and pink is for girls are coming to a victorious end. Now more than ever, child products are marketed specifically towards just girls or just boys, and not for children in general. This outright gender specific marketing can have poor effects on the children consumers, who feel pressured to play with the toys made specifically for their gender. A boy who likes Barbie or a girl who likes race cars and trucks may not want to play with the toys they really enjoy because they feel they are not supposed to be for them. The idea of gender-neutral toys is becoming more and more popular, because this change is greatly needed. The removal of gender specific toys from current marketing and stores has the capability to empower
Gender/Power is another contribution to gender inequality. Gender is a form of social control. The sociological significance of gender is that it is a device by which society controls its members. Gender/Power opens and closes access to power property and even prestige. Gender is inseparable from power and is defined by access to power. The statements "be a lady," or "be a man" are all based on culturally conceived ideas about gender. The images attached to labels such as feminine and masculine, not only guide our behavior, but they also serve the basis of power
Toys for girls and boys differ greatly. An obvious characteristic would be the colours. It was noted that “girl” toys tend to be in pastel shades such as pink and purple whereas “boy” toys tend to be coloured more intensely, especially blue and black (Chiu et al., 2006). In addition, gender-typed toys differs in their shape as well whereby “boy” toys is often in an angular shape, while “girl” toys tend to be rounded (Iijima et al., 2001). As such, it has become a trend whereby children were given toys that highlighted their genders. Rheingold and Cook (1975) observed that boys had more vehicles, spatial toys, action figurines and sport equipment, whereas girls received more dolls, doll