Existing Adverts
- Ads featuring boys were predominantly for vehicles, action figures, construction sets and weapons, and focused on control and power,
- Ads featuring girls were mainly for dolls and grooming, and had a strong emphasis on appearance, performance, and nurturing.
- The language used differed dramatically, too.
- While boys were portrayed as active, engaged in conflict, and keen on themes of mastery (control, power, build, explore),
- girls were steered towards fantasy (magic, dream, make believe), appearance and nurturing relationships (love, friends).
- All too often, something that’s perceived as ‘gender neutral’ is actually mostly male.
- It reinforces the message that parents often give boys, that girls can do ‘boy’ things but boys can’t do ‘girl things; boys are shown as not wanting to play with girls, thus diminishing the girl’s position.”
Words used in 'Boy's Toys' Adverts
Words used in adverts aimed at Girls
Things to consider
- Gender neutral toys are generally seen as mainly male, therefore advertising the kitchen, it something that is stereotypically seen as female.
- Look at the roles of parents and how to include these in the advert.
- Avoid use of gender specific terms and overuse of the words listed above.
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