[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,,NARRATOR: This video essay will examine \Nthe effects of television toy commercials
Dialogue: 0,0:00:13.27,0:00:16.90,Default,,0000,0000,0000,,on our society's perception \Nof gender appropriate 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\Ninto 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: 0,0:00:28.18,0:00:30.37,Default,,0000,0000,0000,,Media, specifically toy \Ntelevision commercials,
Dialogue: 0,0:00:30.37,0:00:32.57,Default,,0000,0000,0000,,help relay the message to society
Dialogue: 0,0:00:32.57,0:00:37.39,Default,,0000,0000,0000,,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 \Nhave formed an understanding
Dialogue: 0,0:00:46.05,0:00:47.78,Default,,0000,0000,0000,,of the personality traits\Nthat belong to each gender
Dialogue: 0,0:00:47.78,0:00:50.92,Default,,0000,0000,0000,,Many people believe \Nthat gender construction
Dialogue: 0,0:00:50.92,0:00:53.09,Default,,0000,0000,0000,,is a blend of nature and nurture.
Dialogue: 0,0:00:53.09,0:00:54.36,Default,,0000,0000,0000,,It takes effort to process\Na lot of information.
Dialogue: 0,0:00:55.64,0:00:57.53,Default,,0000,0000,0000,,To reduce this effort,
Dialogue: 0,0:00:57.53,0:00:59.41,Default,,0000,0000,0000,,our minds stereotype and categorize \Ninformation into smaller units.
Dialogue: 0,0:01:00.90,0:01:04.82,Default,,0000,0000,0000,,Therefore, categorizing things\Nas being male or female
Dialogue: 0,0:01:04.82,0:01:06.95,Default,,0000,0000,0000,,makes it easier for us\Nto process information.
Dialogue: 0,0:01:06.95,0:01:10.81,Default,,0000,0000,0000,,Once they understand \Nthe basic concepts of gender,
Dialogue: 0,0:01:10.81,0:01:15.38,Default,,0000,0000,0000,,children remain very rigid in their ideas of \Ngendered behaviors, occupations, 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,,NARRATOR: Many of them have also found \Nthat gender portrayals in advertising are often
Dialogue: 0,0:01:29.77,0:01:33.90,Default,,0000,0000,0000,,negatively stereotyped in ways \Nthat are restrictive 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\Nand change your 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,,NARRATOR: Segregating toys in this way\Ncan be 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 toys \Noften encourage girls to focus on their looks,
Dialogue: 0,0:01:54.20,0:01:58.49,Default,,0000,0000,0000,,whereas male toys encourage\Npower and strength.
Dialogue: 0,0:01:58.49,0:01:59.89,Default,,0000,0000,0000,,COMMERCIAL: A glitter blow-dryer?
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 \Nfrom vehicle to blaster in an instant.
Dialogue: 0,0:02:12.15,0:02:14.34,Default,,0000,0000,0000,,NARRATOR: Finally, \Ncommercials featuring females
Dialogue: 0,0:02:14.34,0:02:16.52,Default,,0000,0000,0000,,are usually for dolls and accessories,
Dialogue: 0,0:02:16.52,0:02:21.18,Default,,0000,0000,0000,,whereas commercials featuring males
Dialogue: 0,0:02:21.18,0:02:22.56,Default,,0000,0000,0000,,are often for building toys\Nand 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: 0,0:02:27.83,0:02:29.69,Default,,0000,0000,0000,,COMMERCIAL: Want something your way?
Dialogue: 0,0:02:29.69,0:02:31.16,Default,,0000,0000,0000,,You build it!
Dialogue: 0,0:02:31.16,0:02:33.50,Default,,0000,0000,0000,,Introducing U-Build Battleship.
Dialogue: 0,0:02:33.50,0:02:35.47,Default,,0000,0000,0000,,NARRATOR: \NBoys are encouraged to play with cars,
Dialogue: 0,0:02:35.47,0:02:37.44,Default,,0000,0000,0000,,trucks, building toys, and science toys.
Dialogue: 0,0:02:38.73,0:02:41.55,Default,,0000,0000,0000,,Generally the toys promote \Nstrength and 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 truck
Dialogue: 0,0:02:44.28,0:02:48.55,Default,,0000,0000,0000,,with tons of parts and drop \Nthe motor 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: 0,0:02:53.01,0:02:55.79,Default,,0000,0000,0000,,NARRATOR: Girls are encouraged to play\Nwith toys such as kitchen sets, and dolls
Dialogue: 0,0:02:55.79,0:02:59.26,Default,,0000,0000,0000,,that promote domestic\Nand nurturing behavior.
Dialogue: 0,0:02:59.26,0:03:01.85,Default,,0000,0000,0000,,COMMERCIAL: Only you can help \Nshy little 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 \Nin30 seconds!
Dialogue: 0,0:03:07.60,0:03:09.81,Default,,0000,0000,0000,,NARRATOR: Let's take a look \Nat some older toy commercials
Dialogue: 0,0:03:09.81,0:03:11.49,Default,,0000,0000,0000,,to see how 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
Dialogue: 0,0:03:14.36,0:03:17.32,Default,,0000,0000,0000,,in depicting what type of toys \Nboys and girls should play with.
Dialogue: 0,0:03:17.32,0:03:19.64,Default,,0000,0000,0000,,Here are some older \Ncommercials for boys' toys.
Dialogue: 0,0:03:19.64,0:03:22.54,Default,,0000,0000,0000,,Notice the absence of \Na female model or voiceover,
Dialogue: 0,0:03:22.54,0:03:25.34,Default,,0000,0000,0000,,the nature of the toys being advertised,
Dialogue: 0,0:03:25.34,0:03:27.34,Default,,0000,0000,0000,,and the qualities they are \Nsuggesting boys should have.
Dialogue: 0,0:03:27.34,0:03:31.44,Default,,0000,0000,0000,,COMMERCIAL: This opens up \Nthe wild action world of Port Apache,
Dialogue: 0,0:03:31.44,0:03:34.70,Default,,0000,0000,0000,,with Indians, cavalrymen, \Nshell-shooting cannons.
Dialogue: 0,0:03:34.70,0:03:37.96,Default,,0000,0000,0000,,COMMERCIAL: The most action \Nyou can get, from Mattel.
Dialogue: 0,0:03:37.96,0:03:41.63,Default,,0000,0000,0000,,NARRATOR: Now let's take a look \Nat some girl commercials from the past.
Dialogue: 0,0:03:41.63,0:03:45.03,Default,,0000,0000,0000,,Notice how they promote \Nappearance and 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 house,
Dialogue: 0,0:03:48.82,0:03:55.68,Default,,0000,0000,0000,,launder, iron, bake all this, \Nand always look lovely.
Dialogue: 0,0:03:55.68,0:03:59.58,Default,,0000,0000,0000,,COMMERCIAL: She keeps herself \Npretty by using Sugar Plum.
Dialogue: 0,0:03:59.58,0:04:03.43,Default,,0000,0000,0000,,NARRATOR: Luckily, there have been \Nmany positive 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
Dialogue: 0,0:04:08.20,0:04:10.84,Default,,0000,0000,0000,,that are typically more geared \Ntoward the other gender.
Dialogue: 0,0:04:10.84,0:04:16.23,Default,,0000,0000,0000,,COMMERCIAL: So much fun, you'll want\Nto squeal, Little Live Pets, little mice.
Dialogue: 0,0:04:16.23,0:04:19.15,Default,,0000,0000,0000,,NARRATOR: There are also more depictions \Nof boys and girls playing with toys together
Dialogue: 0,0:04:19.15,0:04:22.45,Default,,0000,0000,0000,,to indicate that the toy is gender-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, \Ntumbling all around.
Dialogue: 0,0:04:29.27,0:04:33.52,Default,,0000,0000,0000,,NARRATOR: Some commercials have \Neven resorted 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 \Nthat a 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\Nand prepare for liftoff.
Dialogue: 0,0:04:44.17,0:04:46.97,Default,,0000,0000,0000,,NARRATOR: Still not convinced \Nthat toy commercials have an impact
Dialogue: 0,0:04:46.97,0:04:50.17,Default,,0000,0000,0000,,on society's perception of \Ngender-appropriate toys?
Dialogue: 0,0:04:50.17,0:04:52.15,Default,,0000,0000,0000,,Studies have indicated \Nthat children may view
Dialogue: 0,0:04:52.15,0:04:54.13,Default,,0000,0000,0000,,more than 40,000 \Nadvertisements a year.
Dialogue: 0,0:04:55.48,0:04:58.20,Default,,0000,0000,0000,,That means that they are \Npotentially watching
Dialogue: 0,0:04:58.20,0:05:00.28,Default,,0000,0000,0000,,tens of thousands of\Ngendered advertisements.
Dialogue: 0,0:05:00.28,0:05:03.60,Default,,0000,0000,0000,,There's research that indicates \Nthat advertisements do indeed
Dialogue: 0,0:05:03.60,0:05:06.17,Default,,0000,0000,0000,,affect children's attitudes \Ntoward the brand.
Dialogue: 0,0:05:06.17,0:05:10.76,Default,,0000,0000,0000,,According to the American \NPsychological Association,
Dialogue: 0,0:05:10.76,0:05:13.61,Default,,0000,0000,0000,,50% of children remember a toy\Nadvertisement a week after seeing it.
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 identity,
Dialogue: 0,0:05:25.98,0:05:30.63,Default,,0000,0000,0000,,research has also speculated \Nthat toy gendering could affect
Dialogue: 0,0:05:30.63,0:05:34.81,Default,,0000,0000,0000,,men and women's aptitudes and skills \Nfor different professions as adults.
Dialogue: 0,0:05:34.81,0:05:38.12,Default,,0000,0000,0000,,The toys that boys play with \Nencourage a freedom of imagination
Dialogue: 0,0:05:38.12,0:05:41.67,Default,,0000,0000,0000,,and teach spatial skills that are \Noften necessary for scientific careers.
Dialogue: 0,0:05:41.67,0:05:45.74,Default,,0000,0000,0000,,On the other hand, girl toys\Nfocus more on nurturing skills,
Dialogue: 0,0:05:45.74,0:05:47.41,Default,,0000,0000,0000,,domestic skills, and appearance.
Dialogue: 0,0:05:47.41,0:05:50.81,Default,,0000,0000,0000,,Many theorize that this is one reason
Dialogue: 0,0:05:50.81,0:05:53.78,Default,,0000,0000,0000,,why there are more men in \Nscientific fields than women.
Dialogue: 0,0:05:53.78,0:05:58.35,Default,,0000,0000,0000,,While there has been some progress with\Nde-gendering 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 \Nto be gender-restrictive.
Dialogue: 0,0:06:02.84,0:06:06.39,Default,,0000,0000,0000,,The gendering is simply done \Nin a more modern way,
Dialogue: 0,0:06:06.39,0:06:08.60,Default,,0000,0000,0000,,giving the illusion that things have \Nchanged when they really haven'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,\Nand the second is from 2015.
Dialogue: 0,0:06:15.79,0:06:20.26,Default,,0000,0000,0000,,♪ [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, \Nfabulosity totally included.
Dialogue: 0,0:06:27.76,0:06:31.78,Default,,0000,0000,0000,,NARRATOR: Some may think that having\Na boy in 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 Barbies \Nare indeed feminine toys.
Dialogue: 0,0:06:38.84,0:06:43.05,Default,,0000,0000,0000,,In this way, it's not much better than \Nthe Barbie 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 fault
Dialogue: 0,0:06:45.95,0:06:48.99,Default,,0000,0000,0000,,because gender is constructed \Nby our society.
Dialogue: 0,0:06:48.99,0:06:53.76,Default,,0000,0000,0000,,Advertisements simply perpetuate \Ngender stereotypes by attempting to appeal
Dialogue: 0,0:06:53.76,0:06:56.54,Default,,0000,0000,0000,,to consumers' socially influenced desires.
Dialogue: 0,0:06:56.54,0:07:00.70,Default,,0000,0000,0000,,In other words, society \Ncreates gender stereotypes
Dialogue: 0,0:07:00.70,0:07:02.50,Default,,0000,0000,0000,,and advertisements 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, \Nwe must not be discouraged.
Dialogue: 0,0:07:14.98,0:07:21.19,Default,,0000,0000,0000,,Things are improving slowly, \Nbut there's still much work to be done.
Dialogue: 0,0:07:21.19,0:07:52.76,Default,,0000,0000,0000,,♪ [music] ♪