[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.00,0:00:08.76,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:00:08.76,0:00:13.27,Default,,0000,0000,0000,,Speaker: This video essay will examine the\Neffects of television toy commercials on
Dialogue: 0,0:00:13.32,0:00:16.90,Default,,0000,0000,0000,,our society's perception of gender \Nappropriate toys.
Dialogue: 0,0:00:16.90,0:00:24.21,Default,,0000,0000,0000,,At a young age, society tells us that we fit\Nin to one of two categories: boy or girl.
Dialogue: 0,0:00:24.21,0:00:28.18,Default,,0000,0000,0000,,Playing with children's toys is one of the\Nways in which we learn our gender roles.
Dialogue: 0,0:00:28.18,0:00:32.57,Default,,0000,0000,0000,,Media, specifically toy television\Ncommercials, help relay the message
Dialogue: 0,0:00:32.57,0:00:37.39,Default,,0000,0000,0000,,to society that there are specific toys\Nfor each gender.
Dialogue: 0,0:00:37.39,0:00:41.98,Default,,0000,0000,0000,,Before we begin, let's take a look at \Nhow and why gender is constructed.
Dialogue: 0,0:00:41.98,0:00:46.05,Default,,0000,0000,0000,,By the age of 10, children have formed an\Nunderstanding of the personality traits
Dialogue: 0,0:00:46.05,0:00:47.78,Default,,0000,0000,0000,,that belong to each gender.
Dialogue: 0,0:00:47.78,0:00:50.92,Default,,0000,0000,0000,,Many people believe that gender \Nconstruction is a blend of nature
Dialogue: 0,0:00:50.92,0:00:53.09,Default,,0000,0000,0000,,and nurture.
Dialogue: 0,0:00:53.09,0:00:55.64,Default,,0000,0000,0000,,It takes effort to process a lot of\Ninformation.
Dialogue: 0,0:00:55.64,0:00:59.41,Default,,0000,0000,0000,,To reduce this effort, our minds \Nstereotype and categorize information
Dialogue: 0,0:00:59.41,0:01:00.90,Default,,0000,0000,0000,,into smaller units.
Dialogue: 0,0:01:00.90,0:01:04.82,Default,,0000,0000,0000,,Therefore, categorizing things as being\Nmale or female makes it easier for
Dialogue: 0,0:01:04.82,0:01:06.95,Default,,0000,0000,0000,,us to process information.
Dialogue: 0,0:01:06.95,0:01:10.81,Default,,0000,0000,0000,,Once they understand the basic concepts\Nof gender, children remain very rigid
Dialogue: 0,0:01:10.81,0:01:15.38,Default,,0000,0000,0000,,in their ideas of gendered behaviors,\Noccupations, and toys.
Dialogue: 0,0:01:15.38,0:01:19.80,Default,,0000,0000,0000,,Studies have found that male characters\Ntend to dominate children's commercials.
Dialogue: 0,0:01:19.80,0:01:21.75,Default,,0000,0000,0000,,Commercial: Thunderbirds are go!
Dialogue: 0,0:01:21.75,0:01:23.22,Default,,0000,0000,0000,,We've located the distress call.
Dialogue: 0,0:01:23.22,0:01:26.04,Default,,0000,0000,0000,,We must get there fast!
Dialogue: 0,0:01:26.04,0:01:29.77,Default,,0000,0000,0000,,Speaker: Many of them have also found that\Ngender portrayals in advertising are often
Dialogue: 0,0:01:29.77,0:01:33.90,Default,,0000,0000,0000,,negatively stereotyped in ways that are\Nrestrictive and demeaning.
Dialogue: 0,0:01:33.90,0:01:35.73,Default,,0000,0000,0000,,Commercial: Baby Alive!
Dialogue: 0,0:01:35.73,0:01:37.48,Default,,0000,0000,0000,,My baby's first cold!
Dialogue: 0,0:01:37.48,0:01:39.22,Default,,0000,0000,0000,,Let's use the bear thermometer.
Dialogue: 0,0:01:39.22,0:01:40.54,Default,,0000,0000,0000,,Good girl!
Dialogue: 0,0:01:40.54,0:01:42.90,Default,,0000,0000,0000,,I can give you medicine, and change\Nyour wet diaper.
Dialogue: 0,0:01:42.90,0:01:45.04,Default,,0000,0000,0000,,You're better now, baby!
Dialogue: 0,0:01:45.04,0:01:48.63,Default,,0000,0000,0000,,Speaker: Segregating toys in this way can \Nbe detrimental to children who are
Dialogue: 0,0:01:48.63,0:01:50.85,Default,,0000,0000,0000,,still forming their identities.
Dialogue: 0,0:01:50.85,0:01:54.20,Default,,0000,0000,0000,,Other studies have found that female\Ntoys often encourage girls to focus
Dialogue: 0,0:01:54.20,0:01:58.49,Default,,0000,0000,0000,,on their looks, whereas male toys \Nencourage power and strength.
Dialogue: 0,0:01:58.49,0:01:59.89,Default,,0000,0000,0000,,Commercial: A glitter blowdrier?
Dialogue: 0,0:01:59.89,0:02:01.40,Default,,0000,0000,0000,,That's so Barbie!
Dialogue: 0,0:02:01.40,0:02:06.46,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:02:06.46,0:02:08.48,Default,,0000,0000,0000,,Commercial: The Transformers war is here!
Dialogue: 0,0:02:08.48,0:02:12.15,Default,,0000,0000,0000,,And both sides can change from vehicle to \Nblaster in an instant.
Dialogue: 0,0:02:12.15,0:02:16.52,Default,,0000,0000,0000,,Speaker: Finally, commercials featuring\Nfemales are usually for dolls and
Dialogue: 0,0:02:16.52,0:02:21.18,Default,,0000,0000,0000,,accessories, whereas commercials featuring\Nmales are often for building toys and
Dialogue: 0,0:02:21.18,0:02:22.56,Default,,0000,0000,0000,,action figures.
Dialogue: 0,0:02:22.56,0:02:24.33,Default,,0000,0000,0000,,Commercial: It's a great big jet!
Dialogue: 0,0:02:24.33,0:02:27.83,Default,,0000,0000,0000,,[music]
Dialogue: 0,0:02:27.83,0:02:30.55,Default,,0000,0000,0000,,Commercial: Want something your way?
Dialogue: 0,0:02:30.55,0:02:31.76,Default,,0000,0000,0000,,You build it!
Dialogue: 0,0:02:31.76,0:02:34.01,Default,,0000,0000,0000,,Introducing U-Build Battleship.
Dialogue: 0,0:02:34.01,0:02:37.44,Default,,0000,0000,0000,,Speaker: Boys are encouraged to play\Nwith cars, trucks, building toys, and
Dialogue: 0,0:02:37.44,0:02:38.73,Default,,0000,0000,0000,,science toys.
Dialogue: 0,0:02:38.73,0:02:41.55,Default,,0000,0000,0000,,Generally the toys promote strength\Nand power.
Dialogue: 0,0:02:41.55,0:02:44.28,Default,,0000,0000,0000,,Commercial: One system, you can build\Nup and customize your heavy-duty
Dialogue: 0,0:02:44.28,0:02:48.55,Default,,0000,0000,0000,,truck with tons of parts and drop the\Nmotor into any mod machine.
Dialogue: 0,0:02:48.55,0:02:49.91,Default,,0000,0000,0000,,Tonka Mod Machines.
Dialogue: 0,0:02:49.91,0:02:51.26,Default,,0000,0000,0000,,Each sold separately.
Dialogue: 0,0:02:51.26,0:02:53.01,Default,,0000,0000,0000,,That's Tonka tough.
Dialogue: 0,0:02:53.01,0:02:56.35,Default,,0000,0000,0000,,Speaker: Girls are encouraged to play\Nwith toys such as kitchen sets, and
Dialogue: 0,0:02:56.35,0:02:59.26,Default,,0000,0000,0000,,dolls that promote domestic and \Nnurturing behavior.
Dialogue: 0,0:02:59.26,0:03:01.85,Default,,0000,0000,0000,,Commercial: Only you can help shy \Nlittle Furberries come out and play!
Dialogue: 0,0:03:01.85,0:03:04.24,Default,,0000,0000,0000,,Commercial: It's the cake bakery!
Dialogue: 0,0:03:04.24,0:03:05.52,Default,,0000,0000,0000,,The easy way to make designer cakes!
Dialogue: 0,0:03:05.52,0:03:07.60,Default,,0000,0000,0000,,Bake your cake in the microwave in\N30 seconds!
Dialogue: 0,0:03:07.60,0:03:09.81,Default,,0000,0000,0000,,Speaker: Let's take a look at some\Nolder toy commercials to see how
Dialogue: 0,0:03:09.81,0:03:11.49,Default,,0000,0000,0000,,this all began.
Dialogue: 0,0:03:11.49,0:03:14.36,Default,,0000,0000,0000,,Historically, toy commercials have been\Nmuch more rigid in depicting what type of
Dialogue: 0,0:03:14.36,0:03:17.32,Default,,0000,0000,0000,,toys boys and girls should play with.
Dialogue: 0,0:03:17.32,0:03:19.64,Default,,0000,0000,0000,,Here are some older commercials for \Nboys toys.
Dialogue: 0,0:03:19.64,0:03:22.54,Default,,0000,0000,0000,,Notice the absence of a female model\Nor voiceover.
Dialogue: 0,0:03:22.54,0:03:25.34,Default,,0000,0000,0000,,The nature of the toys being advertised, \Nand the qualities they are suggesting
Dialogue: 0,0:03:25.34,0:03:27.34,Default,,0000,0000,0000,,boys should have.
Dialogue: 0,0:03:27.34,0:03:31.44,Default,,0000,0000,0000,,Commercial: This opens up the wild action\Nworld of Port Apache.
Dialogue: 0,0:03:31.44,0:03:34.70,Default,,0000,0000,0000,,With Indians, Cavalrymen, shell shooting\Ncannons.
Dialogue: 0,0:03:34.70,0:03:37.96,Default,,0000,0000,0000,,Commercial: The most action you can\Nget, from Matel.
Dialogue: 0,0:03:37.96,0:03:41.63,Default,,0000,0000,0000,,Speaker: Now let's take a look at some\Ngirl commercials from the past.
Dialogue: 0,0:03:41.63,0:03:45.03,Default,,0000,0000,0000,,Notice how they promote appearance, \Nand domesticity.
Dialogue: 0,0:03:45.03,0:03:48.82,Default,,0000,0000,0000,,Commercial: Yes, with Susie Homemaker\Nyou can entertain, wash dishes, clean
Dialogue: 0,0:03:48.82,0:03:55.68,Default,,0000,0000,0000,,house, launder, iron, bake all this, and \Nalways look lovely.
Dialogue: 0,0:03:55.68,0:03:59.58,Default,,0000,0000,0000,,Commercial: She keeps herself pretty by\Nusing Sugar Plum.
Dialogue: 0,0:03:59.58,0:04:03.43,Default,,0000,0000,0000,,Speaker: Luckily, there have been many \Npositive changes in toy commercials
Dialogue: 0,0:04:03.43,0:04:05.09,Default,,0000,0000,0000,,in the past 50 years or so.
Dialogue: 0,0:04:05.09,0:04:08.20,Default,,0000,0000,0000,,Recently, there have been more depictions \Nof boys and girls playing with toys that
Dialogue: 0,0:04:08.20,0:04:10.84,Default,,0000,0000,0000,,are typically more geared toward the \Nother gender.
Dialogue: 0,0:04:10.84,0:04:16.23,Default,,0000,0000,0000,,Commercial: So much fun, you'll want to\Nsqueal, Little Live Pets, little mice.
Dialogue: 0,0:04:16.23,0:04:19.15,Default,,0000,0000,0000,,Speaker: There are also more depictions \Nof boys and girls playing with toys
Dialogue: 0,0:04:19.15,0:04:22.45,Default,,0000,0000,0000,,together to indicate that the toy is\Ngender neutral.
Dialogue: 0,0:04:22.45,0:04:26.39,Default,,0000,0000,0000,,Commercial: Expressive, and unexpected.
Dialogue: 0,0:04:26.53,0:04:29.27,Default,,0000,0000,0000,,Stewart is up, down, tumbling all\Naround.
Dialogue: 0,0:04:29.27,0:04:33.52,Default,,0000,0000,0000,,Speaker: Some commercials have even\Nresorted to not using a model at all.
Dialogue: 0,0:04:33.52,0:04:37.34,Default,,0000,0000,0000,,And instead using hands to indicate that\Na toy is gender neutral.
Dialogue: 0,0:04:37.34,0:04:40.35,Default,,0000,0000,0000,,Commercial: Build the shuttle.
Dialogue: 0,0:04:40.35,0:04:42.28,Default,,0000,0000,0000,,Place the new satellite.
Dialogue: 0,0:04:42.28,0:04:44.17,Default,,0000,0000,0000,,And prepare for liftoff.
Dialogue: 0,0:04:44.17,0:04:46.97,Default,,0000,0000,0000,,Speaker: Still not convinced that toy\Ncommercials have an impact on
Dialogue: 0,0:04:46.97,0:04:50.17,Default,,0000,0000,0000,,society's perception of gender \Nappropriate toys?
Dialogue: 0,0:04:50.17,0:04:54.13,Default,,0000,0000,0000,,Studies have indicated that children may\Nview more than 40,000 advertisements
Dialogue: 0,0:04:54.13,0:04:55.48,Default,,0000,0000,0000,,a year.
Dialogue: 0,0:04:55.48,0:04:58.20,Default,,0000,0000,0000,,That means that they are potentially\Nwatching tens of thousands of
Dialogue: 0,0:04:58.20,0:05:00.28,Default,,0000,0000,0000,,gendered advertisements.
Dialogue: 0,0:05:00.28,0:05:03.60,Default,,0000,0000,0000,,There's research that indicates that\Nadvertisements do indeed affect
Dialogue: 0,0:05:03.60,0:05:06.17,Default,,0000,0000,0000,,children's attitudes toward the \Nbrand.
Dialogue: 0,0:05:06.17,0:05:10.76,Default,,0000,0000,0000,,According to the American Psychological\NAssociation, 50% of children remember
Dialogue: 0,0:05:10.76,0:05:13.61,Default,,0000,0000,0000,,a toy advertisement a week after seeing\Nit.
Dialogue: 0,0:05:13.61,0:05:17.68,Default,,0000,0000,0000,,Furthermore, it is thought that children\Nmay focus more on the advertisements
Dialogue: 0,0:05:17.68,0:05:20.60,Default,,0000,0000,0000,,than on the television show itself.
Dialogue: 0,0:05:20.60,0:05:22.52,Default,,0000,0000,0000,,So why should we be concerned?
Dialogue: 0,0:05:22.52,0:05:25.98,Default,,0000,0000,0000,,Aside from the fact that it is dangerous\Nto restrict children to one rigid
Dialogue: 0,0:05:25.98,0:05:30.63,Default,,0000,0000,0000,,identity, research has also speculated \Nthat toy gendering could affect men
Dialogue: 0,0:05:30.63,0:05:34.81,Default,,0000,0000,0000,,and women's aptitudes and skills for \Ndifferent professions as adults.
Dialogue: 0,0:05:34.81,0:05:38.12,Default,,0000,0000,0000,,The toys that boys play with encourage \Na freedom of imagination, and teach
Dialogue: 0,0:05:38.12,0:05:41.67,Default,,0000,0000,0000,,spatial skills that are often necessary\Nfor scientific careers.
Dialogue: 0,0:05:41.67,0:05:45.74,Default,,0000,0000,0000,,On the other hand, girl toys focus more on\Nnurturing skills, domestic skills,
Dialogue: 0,0:05:45.74,0:05:47.41,Default,,0000,0000,0000,,and appearance.
Dialogue: 0,0:05:47.41,0:05:50.81,Default,,0000,0000,0000,,Many theorize that this is one reason why\Nthere are more men in scientific fields
Dialogue: 0,0:05:50.81,0:05:53.78,Default,,0000,0000,0000,,than women.
Dialogue: 0,0:05:53.78,0:05:58.35,Default,,0000,0000,0000,,While there has been some progress with\Ndegendering television toy commercials,
Dialogue: 0,0:05:58.35,0:06:00.49,Default,,0000,0000,0000,,we still have a long way to go.
Dialogue: 0,0:06:00.49,0:06:02.84,Default,,0000,0000,0000,,Commercials continue to be gender\Nrestrictive.
Dialogue: 0,0:06:02.84,0:06:06.39,Default,,0000,0000,0000,,The gendering is simply done in a more\Nmodern way, giving the illusion that
Dialogue: 0,0:06:06.39,0:06:08.60,Default,,0000,0000,0000,,things have changed when they really\Nhaven't.
Dialogue: 0,0:06:08.60,0:06:11.20,Default,,0000,0000,0000,,Take a look at these two Barbie \Ncommercials, for example.
Dialogue: 0,0:06:11.20,0:06:15.79,Default,,0000,0000,0000,,The first is from 1959, and the second\Nis from 2015.
Dialogue: 0,0:06:15.79,0:06:20.26,Default,,0000,0000,0000,,Commercial: [music]
Dialogue: 0,0:06:20.26,0:06:24.66,Default,,0000,0000,0000,,Commercial: It's for you Moschino Barbie!
Dialogue: 0,0:06:24.66,0:06:27.76,Default,,0000,0000,0000,,Moschino Barbie doll, fabulosity totally \Nincluded.
Dialogue: 0,0:06:27.76,0:06:31.78,Default,,0000,0000,0000,,Speaker: Some may think that having a boy\Nin a Barbie commercial is progress.
Dialogue: 0,0:06:31.78,0:06:36.01,Default,,0000,0000,0000,,However, his mannerisms are still very\Nfeminine by our society's standards,
Dialogue: 0,0:06:36.01,0:06:38.84,Default,,0000,0000,0000,,indicating that Barbie's are indeed \Nfeminine toys.
Dialogue: 0,0:06:38.84,0:06:43.05,Default,,0000,0000,0000,,In this way, it's not much better than the\NBarbie commercial from the '50s.
Dialogue: 0,0:06:43.05,0:06:45.95,Default,,0000,0000,0000,,We must keep in mind that the \Nadvertisements are not entirely at
Dialogue: 0,0:06:45.95,0:06:48.99,Default,,0000,0000,0000,,fault, because gender is constructed by\Nour society.
Dialogue: 0,0:06:48.99,0:06:53.76,Default,,0000,0000,0000,,Advertisements simply perpetuate gender\Nstereotypes by attempting to appeal to
Dialogue: 0,0:06:53.76,0:06:56.54,Default,,0000,0000,0000,,consumers socially influenced desires.
Dialogue: 0,0:06:56.54,0:07:00.70,Default,,0000,0000,0000,,In other words, society creates gender \Nstereotypes and advertisements
Dialogue: 0,0:07:00.70,0:07:02.50,Default,,0000,0000,0000,,perpetuate them.
Dialogue: 0,0:07:02.50,0:07:06.60,Default,,0000,0000,0000,,In order to make a change, we must figure\Nout why we haven't made more progress.
Dialogue: 0,0:07:06.60,0:07:08.62,Default,,0000,0000,0000,,Is it society that is resisting?
Dialogue: 0,0:07:08.62,0:07:10.52,Default,,0000,0000,0000,,Or are the toy companies?
Dialogue: 0,0:07:10.52,0:07:12.06,Default,,0000,0000,0000,,Or is it both?
Dialogue: 0,0:07:12.06,0:07:14.98,Default,,0000,0000,0000,,Whatever the cause, we must not\Nbe discouraged.
Dialogue: 0,0:07:14.98,0:07:21.19,Default,,0000,0000,0000,,Things are improving slowly, but there's\Nstill much work to be done.
Dialogue: 0,0:07:21.19,9:59:59.99,Default,,0000,0000,0000,,[music]