0:00:00.000,0:00:08.765
[music]

0:00:08.765,0:00:13.267
Speaker: This video essay will examine the[br]effects of television toy commercials on

0:00:13.315,0:00:16.903
our society's perception of gender [br]appropriate toys.

0:00:16.903,0:00:24.209
At a young age, society tells us that we fit[br]in to one of two categories: boy or girl.

0:00:24.209,0:00:28.179
Playing with children's toys is one of the[br]ways in which we learn our gender roles.

0:00:28.179,0:00:32.568
Media, specifically toy television[br]commercials, help relay the message

0:00:32.568,0:00:37.389
to society that there are specific toys[br]for each gender.

0:00:37.389,0:00:41.977
Before we begin, let's take a look at [br]how and why gender is constructed.

0:00:41.977,0:00:46.047
By the age of 10, children have formed an[br]understanding of the personality traits

0:00:46.047,0:00:47.783
that belong to each gender.

0:00:47.783,0:00:50.920
Many people believe that gender [br]construction is a blend of nature

0:00:50.920,0:00:53.087
and nurture.

0:00:53.087,0:00:55.641
It takes effort to process a lot of[br]information.

0:00:55.641,0:00:59.411
To reduce this effort, our minds [br]stereotype and categorize information

0:00:59.411,0:01:00.896
into smaller units.

0:01:00.896,0:01:04.815
Therefore, categorizing things as being[br]male or female makes it easier for

0:01:04.815,0:01:06.951
us to process information.

0:01:06.951,0:01:10.806
Once they understand the basic concepts[br]of gender, children remain very rigid

0:01:10.806,0:01:15.376
in their ideas of gendered behaviors,[br]occupations, and toys.

0:01:15.376,0:01:19.798
Studies have found that male characters[br]tend to dominate children's commercials.

0:01:19.798,0:01:21.749
Commercial: Thunderbirds are go!

0:01:21.749,0:01:23.218
We've located the distress call.

0:01:23.218,0:01:26.038
We must get there fast!

0:01:26.038,0:01:29.774
Speaker: Many of them have also found that[br]gender portrayals in advertising are often

0:01:29.774,0:01:33.895
negatively stereotyped in ways that are[br]restrictive and demeaning.

0:01:33.895,0:01:35.731
Commercial: Baby Alive!

0:01:35.731,0:01:37.482
My baby's first cold!

0:01:37.482,0:01:39.218
Let's use the bear thermometer.

0:01:39.218,0:01:40.536
Good girl!

0:01:40.536,0:01:42.904
I can give you medicine, and change[br]your wet diaper.

0:01:42.904,0:01:45.041
You're better now, baby!

0:01:45.041,0:01:48.628
Speaker: Segregating toys in this way can [br]be detrimental to children who are

0:01:48.628,0:01:50.847
still forming their identities.

0:01:50.847,0:01:54.200
Other studies have found that female[br]toys often encourage girls to focus

0:01:54.200,0:01:58.487
on their looks, whereas male toys [br]encourage power and strength.

0:01:58.487,0:01:59.888
Commercial: A glitter blowdrier?

0:01:59.888,0:02:01.405
That's so Barbie!

0:02:01.405,0:02:06.462
[music]

0:02:06.462,0:02:08.480
Commercial: The Transformers war is here!

0:02:08.480,0:02:12.150
And both sides can change from vehicle to [br]blaster in an instant.

0:02:12.150,0:02:16.523
Speaker: Finally, commercials featuring[br]females are usually for dolls and

0:02:16.523,0:02:21.176
accessories, whereas commercials featuring[br]males are often for building toys and

0:02:21.176,0:02:22.561
action figures.

0:02:22.561,0:02:24.330
Commercial: It's a great big jet!

0:02:24.330,0:02:27.833
[music]

0:02:27.833,0:02:30.552
Commercial: Want something your way?

0:02:30.552,0:02:31.755
You build it!

0:02:31.755,0:02:34.006
Introducing U-Build Battleship.

0:02:34.006,0:02:37.442
Speaker: Boys are encouraged to play[br]with cars, trucks, building toys, and

0:02:37.442,0:02:38.728
science toys.

0:02:38.728,0:02:41.548
Generally the toys promote strength[br]and power.

0:02:41.548,0:02:44.282
Commercial: One system, you can build[br]up and customize your heavy-duty

0:02:44.282,0:02:48.554
truck with tons of parts and drop the[br]motor into any mod machine.

0:02:48.554,0:02:49.906
Tonka Mod Machines.

0:02:49.906,0:02:51.256
Each sold separately.

0:02:51.256,0:02:53.009
That's Tonka tough.

0:02:53.009,0:02:56.346
Speaker: Girls are encouraged to play[br]with toys such as kitchen sets, and

0:02:56.346,0:02:59.264
dolls that promote domestic and [br]nurturing behavior.

0:02:59.264,0:03:01.850
Commercial: Only you can help shy [br]little Furberries come out and play!

0:03:01.850,0:03:04.236
Commercial: It's the cake bakery!

0:03:04.236,0:03:05.522
The easy way to make designer cakes!

0:03:05.522,0:03:07.605
Bake your cake in the microwave in[br]30 seconds!

0:03:07.605,0:03:09.808
Speaker: Let's take a look at some[br]older toy commercials to see how

0:03:09.808,0:03:11.493
this all began.

0:03:11.493,0:03:14.363
Historically, toy commercials have been[br]much more rigid in depicting what type of

0:03:14.363,0:03:17.315
toys boys and girls should play with.

0:03:17.315,0:03:19.635
Here are some older commercials for [br]boys toys.

0:03:19.635,0:03:22.538
Notice the absence of a female model[br]or voiceover.

0:03:22.538,0:03:25.340
The nature of the toys being advertised, [br]and the qualities they are suggesting

0:03:25.340,0:03:27.343
boys should have.

0:03:27.343,0:03:31.435
Commercial: This opens up the wild action[br]world of Port Apache.

0:03:31.435,0:03:34.705
With Indians, Cavalrymen, shell shooting[br]cannons.

0:03:34.705,0:03:37.959
Commercial: The most action you can[br]get, from Matel.

0:03:37.959,0:03:41.629
Speaker: Now let's take a look at some[br]girl commercials from the past.

0:03:41.629,0:03:45.033
Notice how they promote appearance, [br]and domesticity.

0:03:45.033,0:03:48.820
Commercial: Yes, with Susie Homemaker[br]you can entertain, wash dishes, clean

0:03:48.820,0:03:55.676
house, launder, iron, bake all this, and [br]always look lovely.

0:03:55.676,0:03:59.580
Commercial: She keeps herself pretty by[br]using Sugar Plum.

0:03:59.580,0:04:03.434
Speaker: Luckily, there have been many [br]positive changes in toy commercials

0:04:03.434,0:04:05.086
in the past 50 years or so.

0:04:05.086,0:04:08.205
Recently, there have been more depictions [br]of boys and girls playing with toys that

0:04:08.205,0:04:10.841
are typically more geared toward the [br]other gender.

0:04:10.841,0:04:16.231
Commercial: So much fun, you'll want to[br]squeal, Little Live Pets, little mice.

0:04:16.231,0:04:19.149
Speaker: There are also more depictions [br]of boys and girls playing with toys

0:04:19.149,0:04:22.452
together to indicate that the toy is[br]gender neutral.

0:04:22.452,0:04:26.392
Commercial: Expressive, and unexpected.

0:04:26.534,0:04:29.269
Stewart is up, down, tumbling all[br]around.

0:04:29.269,0:04:33.524
Speaker: Some commercials have even[br]resorted to not using a model at all.

0:04:33.524,0:04:37.344
And instead using hands to indicate that[br]a toy is gender neutral.

0:04:37.344,0:04:40.347
Commercial: Build the shuttle.

0:04:40.347,0:04:42.281
Place the new satellite.

0:04:42.281,0:04:44.167
And prepare for liftoff.

0:04:44.167,0:04:46.971
Speaker: Still not convinced that toy[br]commercials have an impact on

0:04:46.971,0:04:50.172
society's perception of gender [br]appropriate toys?

0:04:50.172,0:04:54.127
Studies have indicated that children may[br]view more than 40,000 advertisements

0:04:54.127,0:04:55.479
a year.

0:04:55.479,0:04:58.198
That means that they are potentially[br]watching tens of thousands of

0:04:58.198,0:05:00.284
gendered advertisements.

0:05:00.284,0:05:03.603
There's research that indicates that[br]advertisements do indeed affect

0:05:03.603,0:05:06.173
children's attitudes toward the [br]brand.

0:05:06.173,0:05:10.762
According to the American Psychological[br]Association, 50% of children remember

0:05:10.762,0:05:13.613
a toy advertisement a week after seeing[br]it.

0:05:13.613,0:05:17.684
Furthermore, it is thought that children[br]may focus more on the advertisements

0:05:17.684,0:05:20.604
than on the television show itself.

0:05:20.604,0:05:22.523
So why should we be concerned?

0:05:22.523,0:05:25.975
Aside from the fact that it is dangerous[br]to restrict children to one rigid

0:05:25.975,0:05:30.630
identity, research has also speculated [br]that toy gendering could affect men

0:05:30.630,0:05:34.812
and women's aptitudes and skills for [br]different professions as adults.

0:05:34.812,0:05:38.116
The toys that boys play with encourage [br]a freedom of imagination, and teach

0:05:38.116,0:05:41.667
spatial skills that are often necessary[br]for scientific careers.

0:05:41.667,0:05:45.740
On the other hand, girl toys focus more on[br]nurturing skills, domestic skills,

0:05:45.740,0:05:47.408
and appearance.

0:05:47.408,0:05:50.811
Many theorize that this is one reason why[br]there are more men in scientific fields

0:05:50.811,0:05:53.780
than women.

0:05:53.780,0:05:58.351
While there has been some progress with[br]degendering television toy commercials,

0:05:58.351,0:06:00.488
we still have a long way to go.

0:06:00.488,0:06:02.840
Commercials continue to be gender[br]restrictive.

0:06:02.840,0:06:06.393
The gendering is simply done in a more[br]modern way, giving the illusion that

0:06:06.393,0:06:08.596
things have changed when they really[br]haven't.

0:06:08.596,0:06:11.198
Take a look at these two Barbie [br]commercials, for example.

0:06:11.198,0:06:15.786
The first is from 1959, and the second[br]is from 2015.

0:06:15.786,0:06:20.258
Commercial: [music]

0:06:20.258,0:06:24.662
Commercial: It's for you Moschino Barbie!

0:06:24.662,0:06:27.764
Moschino Barbie doll, fabulosity totally [br]included.

0:06:27.764,0:06:31.785
Speaker: Some may think that having a boy[br]in a Barbie commercial is progress.

0:06:31.785,0:06:36.006
However, his mannerisms are still very[br]feminine by our society's standards,

0:06:36.006,0:06:38.843
indicating that Barbie's are indeed [br]feminine toys.

0:06:38.843,0:06:43.046
In this way, it's not much better than the[br]Barbie commercial from the '50s.

0:06:43.046,0:06:45.949
We must keep in mind that the [br]advertisements are not entirely at

0:06:45.949,0:06:48.986
fault, because gender is constructed by[br]our society.

0:06:48.986,0:06:53.757
Advertisements simply perpetuate gender[br]stereotypes by attempting to appeal to

0:06:53.757,0:06:56.543
consumers socially influenced desires.

0:06:56.543,0:07:00.699
In other words, society creates gender [br]stereotypes and advertisements

0:07:00.699,0:07:02.499
perpetuate them.

0:07:02.499,0:07:06.602
In order to make a change, we must figure[br]out why we haven't made more progress.

0:07:06.602,0:07:08.621
Is it society that is resisting?

0:07:08.621,0:07:10.524
Or are the toy companies?

0:07:10.524,0:07:12.060
Or is it both?

0:07:12.060,0:07:14.978
Whatever the cause, we must not[br]be discouraged.

0:07:14.978,0:07:21.186
Things are improving slowly, but there's[br]still much work to be done.

0:07:21.186,9:59:59.000
[music]