0:00:00.000,0:00:08.765
♪ [music] ♪

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

0:00:13.267,0:00:16.903
on our society's perception [br]of gender appropriate toys.

0:00:16.903,0:00:24.209
At a young age, society tells us that we fit[br]into 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.

0:00:28.179,0:00:30.373
Media, specifically toy [br]television commercials,

0:00:30.373,0:00:32.568
help relay the message to society

0:00:32.568,0:00:37.389
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 [br]have formed an understanding

0:00:46.047,0:00:47.783
of the personality traits[br]that belong to each gender

0:00:47.783,0:00:50.920
Many people believe [br]that gender construction

0:00:50.920,0:00:53.087
is a blend of nature and nurture.

0:00:53.087,0:00:54.364
It takes effort to process[br]a lot of information.

0:00:55.641,0:00:57.526
To reduce this effort,

0:00:57.526,0:00:59.411
our minds stereotype and categorize [br]information into smaller units.

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

0:01:04.815,0:01:06.951
makes it easier for us[br]to process information.

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

0:01:10.806,0:01:15.376
children remain very rigid in their ideas of [br]gendered behaviors, 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
NARRATOR: Many of them have also found [br]that gender portrayals in advertising are often

0:01:29.774,0:01:33.895
negatively stereotyped in ways [br]that are 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[br]and change your wet diaper.

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

0:01:45.041,0:01:48.628
NARRATOR: Segregating toys in this way[br]can 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 toys [br]often encourage girls to focus on their looks,

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

0:01:58.487,0:01:59.888
COMMERCIAL: A glitter blow-dryer?

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 [br]from vehicle to blaster in an instant.

0:02:12.150,0:02:14.336
NARRATOR: Finally, [br]commercials featuring females

0:02:14.336,0:02:16.523
are usually for dolls and accessories,

0:02:16.523,0:02:21.176
whereas commercials featuring males

0:02:21.176,0:02:22.561
are often for building toys[br]and 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] ♪

0:02:27.833,0:02:29.692
COMMERCIAL: Want something your way?

0:02:29.692,0:02:31.157
You build it!

0:02:31.157,0:02:33.501
Introducing U-Build Battleship.

0:02:33.501,0:02:35.471
NARRATOR: [br]Boys are encouraged to play with cars,

0:02:35.471,0:02:37.442
trucks, building toys, and science toys.

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

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

0:02:44.282,0:02:48.554
with tons of parts and drop [br]the 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.

0:02:53.009,0:02:55.786
NARRATOR: Girls are encouraged to play[br]with toys such as kitchen sets, and dolls

0:02:55.786,0:02:59.264
that promote domestic[br]and nurturing behavior.

0:02:59.264,0:03:01.850
COMMERCIAL: Only you can help [br]shy 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 [br]in30 seconds!

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

0:03:09.808,0:03:11.493
to see how this all began.

0:03:11.493,0:03:14.363
Historically, toy commercials have been[br]much more rigid

0:03:14.363,0:03:17.315
in depicting what type of toys [br]boys and girls should play with.

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

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

0:03:22.538,0:03:25.340
the nature of the toys being advertised,

0:03:25.340,0:03:27.343
and the qualities they are [br]suggesting boys should have.

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

0:03:31.435,0:03:34.705
with Indians, cavalrymen, [br]shell-shooting cannons.

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

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

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

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

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

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

0:03:59.580,0:04:03.434
NARRATOR: Luckily, there have been [br]many 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

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

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

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

0:04:19.149,0:04:22.452
to indicate that the toy is 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, [br]tumbling all around.

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

0:04:33.524,0:04:37.344
And instead using hands to indicate [br]that 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[br]and prepare for liftoff.

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

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

0:04:50.172,0:04:52.149
Studies have indicated [br]that children may view

0:04:52.149,0:04:54.127
more than 40,000 [br]advertisements a year.

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

0:04:58.198,0:05:00.284
tens of thousands of[br]gendered advertisements.

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

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

0:05:06.173,0:05:10.762
According to the American [br]Psychological Association,

0:05:10.762,0:05:13.613
50% of children remember a toy[br]advertisement a week after seeing 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 identity,

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

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

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

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

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

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

0:05:47.408,0:05:50.811
Many theorize that this is one reason

0:05:50.811,0:05:53.780
why there are more men in [br]scientific fields than women.

0:05:53.780,0:05:58.351
While there has been some progress with[br]de-gendering 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 [br]to be gender-restrictive.

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

0:06:06.393,0:06:08.596
giving the illusion that things have [br]changed when they really 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,[br]and the second is from 2015.

0:06:15.786,0:06:20.258
♪ [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, [br]fabulosity totally included.

0:06:27.764,0:06:31.785
NARRATOR: Some may think that having[br]a boy 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 Barbies [br]are indeed feminine toys.

0:06:38.843,0:06:43.046
In this way, it's not much better than [br]the 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 fault

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

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

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

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

0:07:00.699,0:07:02.499
and advertisements 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, [br]we must not be discouraged.

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

0:07:21.186,0:07:52.761
♪ [music] ♪