Gender Stereotypes In Advertising Research

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Advertising to children also contains a sense of sexism because of which products are marketed to which gender. In a study done in 1998 it says “stereotypes in advertising on children 's television programs have been a special problem because of their potential impact on gender socialization and, subsequently, children 's views of themselves and other people” (Browne, p. 83). Children learn from everything they see and through their advertising they are learning which gender role they are suppose to abide by. One researcher tells us that,
“while not all toys marketed to girls literally discourage them from participating in math and science, almost none of them encourage girls to do so. Rather, girls are encouraged to play with toys that will
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According to Smith, when a child plays with a toy, they are doing way more than playing. Smith explains, “toys encourage children to play a variety of roles they may take as adults, with more overtly specified rules for playing out these roles. The activities that children choose while young and significant because these activities can ‘establish lifestyle habits that last into adulthood” (2015, p.999). While girls might be drawn to toys such as kitchen set, the toy is not strictly limited to being a girl’s toy. In today’s society we are marrying later and living on our own more in our 20s. It might be helpful if marketers take out the gender bias and begin marketing these types of toys to both boys and …show more content…
In fact, “boys are encouraged to play with cars, trucks, wagons, machines, and science toys” (Smith, 2015, p. 1000). Smith says this is a problem because boy toys tend to encourage more freedom of imagination. Smith shares that “boys use their toys to build something new or to imagine flaying of to outer space, whereas girls pretend to use theirs to iron clothes and wash dishes” (2015, p. 1000). While this is typically what the specific gender of the child may want to play with, it could also do with the fact that when we see commercials for these toys they are aimed at specific genders. We do not typically see an advertisement with a little boy playing with a baby doll, despite the fact that it might help him become a better father when reaches that point in his life. This is because society decided years ago, that the idea is the woman stays home to take care of the children and the house, while the husband goes to work. We can see this idea a lot in advertising toys to children. It is almost like we take this sexism, and try to enforce it on to children at a young age, so as they grow up they are more accepting to their gender role in

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