[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.00,0:00:08.36,Default,,0000,0000,0000,,♪ [music] ♪
Dialogue: 0,0:00:08.36,0:00:12.54,Default,,0000,0000,0000,,NARRATOR: This video essay will examine \Nthe effects of television toy commercials
Dialogue: 0,0:00:12.54,0:00:16.44,Default,,0000,0000,0000,,on our society's perception \Nof gender-appropriate toys.
Dialogue: 0,0:00:16.44,0:00:23.59,Default,,0000,0000,0000,,At a young age, society tells us that we fit\Ninto one of two categories: boy or girl.
Dialogue: 0,0:00:23.59,0:00:27.81,Default,,0000,0000,0000,,Playing with children's toys is one of the\Nways in which we learn our gender roles.
Dialogue: 0,0:00:27.81,0:00:31.05,Default,,0000,0000,0000,,Media, specifically toy \Ntelevision commercials,
Dialogue: 0,0:00:31.05,0:00:33.41,Default,,0000,0000,0000,,help relay the message to society
Dialogue: 0,0:00:33.41,0:00:36.92,Default,,0000,0000,0000,,that there are specific toys\Nfor each gender.
Dialogue: 0,0:00:36.92,0:00:41.45,Default,,0000,0000,0000,,Before we begin, let's take a look at \Nhow and why gender is constructed.
Dialogue: 0,0:00:41.45,0:00:44.50,Default,,0000,0000,0000,,By the age of 10, children \Nhave formed an understanding
Dialogue: 0,0:00:44.50,0:00:47.22,Default,,0000,0000,0000,,of the personality traits\Nthat belong to each gender
Dialogue: 0,0:00:47.22,0:00:49.36,Default,,0000,0000,0000,,Many people believe \Nthat gender construction
Dialogue: 0,0:00:49.36,0:00:52.79,Default,,0000,0000,0000,,is a blend of nature and nurture.
Dialogue: 0,0:00:52.79,0:00:55.49,Default,,0000,0000,0000,,It takes effort to process\Na lot of information.
Dialogue: 0,0:00:55.49,0:00:56.63,Default,,0000,0000,0000,,To reduce this effort,
Dialogue: 0,0:00:56.63,0:01:00.46,Default,,0000,0000,0000,,our minds stereotype and categorize \Ninformation into smaller units.
Dialogue: 0,0:01:00.46,0:01:03.68,Default,,0000,0000,0000,,Therefore, categorizing things\Nas being male or female
Dialogue: 0,0:01:03.68,0:01:06.49,Default,,0000,0000,0000,,makes it easier for us\Nto process information.
Dialogue: 0,0:01:06.49,0:01:09.03,Default,,0000,0000,0000,,Once they understand \Nthe basic concepts of gender,
Dialogue: 0,0:01:09.03,0:01:14.44,Default,,0000,0000,0000,,children remain very rigid in their ideas of \Ngendered behaviors, occupations, and toys.
Dialogue: 0,0:01:14.44,0:01:19.22,Default,,0000,0000,0000,,Studies have found that male characters\Ntend to dominate children's commercials.
Dialogue: 0,0:01:19.22,0:01:21.06,Default,,0000,0000,0000,,COMMERCIAL: Thunderbirds are go!
Dialogue: 0,0:01:21.06,0:01:24.79,Default,,0000,0000,0000,,We've located the distress call.\NWe must get there fast!
Dialogue: 0,0:01:25.27,0:01:29.73,Default,,0000,0000,0000,,NARRATOR: Many of them have also found \Nthat gender portrayals in advertising are often
Dialogue: 0,0:01:29.73,0:01:33.22,Default,,0000,0000,0000,,negatively stereotyped in ways \Nthat are restrictive and demeaning.
Dialogue: 0,0:01:33.22,0:01:35.02,Default,,0000,0000,0000,,COMMERCIAL: Baby Alive!
Dialogue: 0,0:01:35.02,0:01:36.94,Default,,0000,0000,0000,,My baby's first cold!
Dialogue: 0,0:01:36.94,0:01:38.45,Default,,0000,0000,0000,,Let's use the bear thermometer.
Dialogue: 0,0:01:38.45,0:01:39.63,Default,,0000,0000,0000,,Good girl!
Dialogue: 0,0:01:39.63,0:01:42.28,Default,,0000,0000,0000,,I can give you medicine\Nand change your wet diaper.
Dialogue: 0,0:01:42.28,0:01:44.15,Default,,0000,0000,0000,,You're better now, Baby!
Dialogue: 0,0:01:44.15,0:01:47.91,Default,,0000,0000,0000,,NARRATOR: Segregating toys in this way\Ncan be detrimental to children
Dialogue: 0,0:01:47.91,0:01:50.64,Default,,0000,0000,0000,,who are still forming their identities.
Dialogue: 0,0:01:50.64,0:01:54.100,Default,,0000,0000,0000,,Other studies have found that female toys \Noften encourage girls to focus on their looks,
Dialogue: 0,0:01:54.100,0:01:57.71,Default,,0000,0000,0000,,whereas male toys encourage\Npower and strength.
Dialogue: 0,0:01:57.71,0:02:00.60,Default,,0000,0000,0000,,COMMERCIAL: A glitter blow-dryer? \NThat's so Barbie!
Dialogue: 0,0:02:00.60,0:02:05.41,Default,,0000,0000,0000,,♪ Look at that glitter. \NChange the color, Change the style ♪
Dialogue: 0,0:02:05.41,0:02:07.78,Default,,0000,0000,0000,,COMMERCIAL: The Transformers war is here!
Dialogue: 0,0:02:07.78,0:02:11.46,Default,,0000,0000,0000,,And both sides can change \Nfrom vehicle to blaster in an instant.
Dialogue: 0,0:02:11.46,0:02:15.33,Default,,0000,0000,0000,,NARRATOR: Finally, \Ncommercials featuring females
Dialogue: 0,0:02:15.33,0:02:17.43,Default,,0000,0000,0000,,are usually for dolls and accessories,
Dialogue: 0,0:02:17.43,0:02:19.46,Default,,0000,0000,0000,,whereas commercials featuring males
Dialogue: 0,0:02:19.46,0:02:22.06,Default,,0000,0000,0000,,are often for building toys\Nand action figures.
Dialogue: 0,0:02:22.06,0:02:23.69,Default,,0000,0000,0000,,COMMERCIAL: It's a great big jet!
Dialogue: 0,0:02:23.69,0:02:27.42,Default,,0000,0000,0000,,♪ In the sky! Walk the runway! \NYeah, we rock it! ♪
Dialogue: 0,0:02:27.42,0:02:29.54,Default,,0000,0000,0000,,COMMERCIAL: Want something your way?
Dialogue: 0,0:02:29.54,0:02:30.36,Default,,0000,0000,0000,,You build it!
Dialogue: 0,0:02:30.36,0:02:32.87,Default,,0000,0000,0000,,Introducing U-Build Battleship.
Dialogue: 0,0:02:32.87,0:02:35.27,Default,,0000,0000,0000,,NARRATOR: \NBoys are encouraged to play with cars,
Dialogue: 0,0:02:35.27,0:02:38.20,Default,,0000,0000,0000,,trucks, building toys, and science toys.
Dialogue: 0,0:02:38.20,0:02:40.83,Default,,0000,0000,0000,,Generally the toys promote \Nstrength and power.
Dialogue: 0,0:02:40.83,0:02:44.61,Default,,0000,0000,0000,,COMMERCIAL: One system, you can build\Nup and customize your heavy-duty truck
Dialogue: 0,0:02:44.61,0:02:48.16,Default,,0000,0000,0000,,with tons of parts and drop \Nthe motor into any Mod Machine.
Dialogue: 0,0:02:48.16,0:02:50.83,Default,,0000,0000,0000,,Tonka Mod Machines,\Neach sold separately.
Dialogue: 0,0:02:50.83,0:02:52.12,Default,,0000,0000,0000,,That's Tonka tough.
Dialogue: 0,0:02:52.12,0:02:55.93,Default,,0000,0000,0000,,NARRATOR: Girls are encouraged to play\Nwith toys such as kitchen sets, and dolls
Dialogue: 0,0:02:55.93,0:02:58.06,Default,,0000,0000,0000,,that promote domestic\Nand nurturing behavior.
Dialogue: 0,0:02:58.06,0:03:01.42,Default,,0000,0000,0000,,COMMERCIAL: Only you can help \Nshy little Furberries come out and play!
Dialogue: 0,0:03:01.42,0:03:04.76,Default,,0000,0000,0000,,COMMERCIAL: It's the cake bakery!\NThe easy way to make designer cakes!
Dialogue: 0,0:03:04.76,0:03:06.95,Default,,0000,0000,0000,,Bake your cake in the \Nmicrowave in 30 seconds!
Dialogue: 0,0:03:06.95,0:03:09.66,Default,,0000,0000,0000,,NARRATOR: Let's take a look \Nat some older toy commercials
Dialogue: 0,0:03:09.66,0:03:11.06,Default,,0000,0000,0000,,to see how this all began.
Dialogue: 0,0:03:11.06,0:03:13.65,Default,,0000,0000,0000,,Historically, toy commercials have been\Nmuch more rigid
Dialogue: 0,0:03:13.65,0:03:16.87,Default,,0000,0000,0000,,in depicting what type of toys \Nboys and girls should play with.
Dialogue: 0,0:03:16.87,0:03:19.19,Default,,0000,0000,0000,,Here are some older \Ncommercials for boys' toys.
Dialogue: 0,0:03:19.19,0:03:22.25,Default,,0000,0000,0000,,Notice the absence of \Na female model or voiceover,
Dialogue: 0,0:03:22.25,0:03:24.16,Default,,0000,0000,0000,,the nature of the toys being advertised,
Dialogue: 0,0:03:24.16,0:03:26.95,Default,,0000,0000,0000,,and the qualities they are \Nsuggesting boys should have.
Dialogue: 0,0:03:26.95,0:03:30.74,Default,,0000,0000,0000,,COMMERCIAL: This opens up \Nthe wild action world of Port Apache,
Dialogue: 0,0:03:30.74,0:03:33.91,Default,,0000,0000,0000,,with Indians, cavalrymen, \Nshell-shooting cannons.
Dialogue: 0,0:03:33.91,0:03:37.46,Default,,0000,0000,0000,,COMMERCIAL: The most action \Nyou can get, from Mattel.
Dialogue: 0,0:03:37.46,0:03:41.24,Default,,0000,0000,0000,,NARRATOR: Now let's take a look \Nat some girl commercials from the past.
Dialogue: 0,0:03:41.24,0:03:44.22,Default,,0000,0000,0000,,Notice how they promote \Nappearance and domesticity.
Dialogue: 0,0:03:44.22,0:03:49.38,Default,,0000,0000,0000,,COMMERCIAL: Yes, with Suzy Homemaker,\Nyou can entertain, wash dishes, clean house,
Dialogue: 0,0:03:49.38,0:03:55.19,Default,,0000,0000,0000,,launder, iron, bake all this, \Nand always look lovely.
Dialogue: 0,0:03:55.19,0:03:58.76,Default,,0000,0000,0000,,COMMERCIAL: She keeps herself \Npretty by using Sugar Plum.
Dialogue: 0,0:03:58.76,0:04:02.40,Default,,0000,0000,0000,,NARRATOR: Luckily, there have been \Nmany positive changes in toy commercials
Dialogue: 0,0:04:02.40,0:04:04.14,Default,,0000,0000,0000,,in the past 50 years or so.
Dialogue: 0,0:04:04.14,0:04:07.85,Default,,0000,0000,0000,,Recently, there have been more depictions \Nof boys and girls playing with toys
Dialogue: 0,0:04:07.85,0:04:10.47,Default,,0000,0000,0000,,that are typically more geared \Ntoward the other gender.
Dialogue: 0,0:04:10.47,0:04:16.06,Default,,0000,0000,0000,,COMMERCIAL: ♪ So much fun, you'll want\Nto squeal, Little Live Pets, little mice. ♪
Dialogue: 0,0:04:16.06,0:04:20.13,Default,,0000,0000,0000,,NARRATOR: There are also more depictions \Nof boys and girls playing with toys together
Dialogue: 0,0:04:20.13,0:04:22.26,Default,,0000,0000,0000,,to indicate that the toy is gender-neutral.
Dialogue: 0,0:04:22.26,0:04:28.26,Default,,0000,0000,0000,,COMMERCIAL: Expressive and unexpected.\NStuart is up, down, tumbling all around.
Dialogue: 0,0:04:28.26,0:04:29.17,Default,,0000,0000,0000,,Minions!
Dialogue: 0,0:04:29.17,0:04:32.97,Default,,0000,0000,0000,,NARRATOR: Some commercials have \Neven resorted to not using a model at all
Dialogue: 0,0:04:32.97,0:04:36.86,Default,,0000,0000,0000,,and instead using hands to indicate \Nthat a toy is gender-neutral.
Dialogue: 0,0:04:36.86,0:04:39.89,Default,,0000,0000,0000,,COMMERCIAL: Build the shuttle,
Dialogue: 0,0:04:39.89,0:04:43.59,Default,,0000,0000,0000,,place the new satellite,\Nand prepare for liftoff.
Dialogue: 0,0:04:43.59,0:04:46.69,Default,,0000,0000,0000,,NARRATOR: Still not convinced \Nthat toy commercials have an impact
Dialogue: 0,0:04:46.69,0:04:49.83,Default,,0000,0000,0000,,on society's perception of \Ngender-appropriate toys?
Dialogue: 0,0:04:49.83,0:04:51.97,Default,,0000,0000,0000,,Studies have indicated \Nthat children may view
Dialogue: 0,0:04:51.97,0:04:54.38,Default,,0000,0000,0000,,more than 40,000 \Nadvertisements a year.
Dialogue: 0,0:04:54.38,0:04:56.55,Default,,0000,0000,0000,,That means that they are \Npotentially watching
Dialogue: 0,0:04:56.55,0:04:59.96,Default,,0000,0000,0000,,tens of thousands of\Ngendered advertisements.
Dialogue: 0,0:04:59.96,0:05:03.19,Default,,0000,0000,0000,,There's research that indicates \Nthat advertisements do indeed
Dialogue: 0,0:05:03.19,0:05:05.62,Default,,0000,0000,0000,,affect children's attitudes \Ntoward the brand.
Dialogue: 0,0:05:05.62,0:05:08.15,Default,,0000,0000,0000,,According to the American \NPsychological Association,
Dialogue: 0,0:05:08.15,0:05:13.11,Default,,0000,0000,0000,,50% of children remember a toy\Nadvertisement a week after seeing it.
Dialogue: 0,0:05:13.11,0:05:17.08,Default,,0000,0000,0000,,Furthermore, it is thought that children\Nmay focus more on the advertisements
Dialogue: 0,0:05:17.08,0:05:19.44,Default,,0000,0000,0000,,than on the television show itself.
Dialogue: 0,0:05:19.44,0:05:22.10,Default,,0000,0000,0000,,So why should we be concerned?
Dialogue: 0,0:05:22.10,0:05:26.82,Default,,0000,0000,0000,,Aside from the fact that it is dangerous\Nto restrict children to one rigid identity,
Dialogue: 0,0:05:26.82,0:05:29.41,Default,,0000,0000,0000,,research has also speculated \Nthat toy-gendering
Dialogue: 0,0:05:29.41,0:05:34.18,Default,,0000,0000,0000,,could affect men and women's aptitudes\Nand skills for different professions as adults.
Dialogue: 0,0:05:34.18,0:05:37.38,Default,,0000,0000,0000,,The toys that boys play with \Nencourage a freedom of imagination
Dialogue: 0,0:05:37.38,0:05:41.31,Default,,0000,0000,0000,,and teach spatial skills that are \Noften necessary for scientific careers.
Dialogue: 0,0:05:41.31,0:05:44.77,Default,,0000,0000,0000,,On the other hand, girl toys\Nfocus more on nurturing skills,
Dialogue: 0,0:05:44.77,0:05:47.00,Default,,0000,0000,0000,,domestic skills, and appearance.
Dialogue: 0,0:05:47.00,0:05:48.80,Default,,0000,0000,0000,,Many theorize that this is one reason
Dialogue: 0,0:05:48.80,0:05:51.44,Default,,0000,0000,0000,,why there are more men in \Nscientific fields than women.
Dialogue: 0,0:05:53.64,0:05:57.69,Default,,0000,0000,0000,,While there has been some progress with\Nde-gendering television toy commercials,
Dialogue: 0,0:05:57.69,0:05:59.61,Default,,0000,0000,0000,,we still have a long way to go.
Dialogue: 0,0:05:59.61,0:06:02.44,Default,,0000,0000,0000,,Commercials continue \Nto be gender-restrictive;
Dialogue: 0,0:06:02.44,0:06:04.95,Default,,0000,0000,0000,,the gendering is simply done \Nin a more modern way,
Dialogue: 0,0:06:04.95,0:06:08.29,Default,,0000,0000,0000,,giving the illusion that things have \Nchanged when they really haven't.
Dialogue: 0,0:06:08.29,0:06:11.06,Default,,0000,0000,0000,,Take a look at these two Barbie \Ncommercials, for example.
Dialogue: 0,0:06:11.06,0:06:15.34,Default,,0000,0000,0000,,The first is from 1959,\Nand the second is from 2015.
Dialogue: 0,0:06:15.34,0:06:20.01,Default,,0000,0000,0000,,♪ Purse and hats and gloves and more \Nand all the gadgets gals adore ♪
Dialogue: 0,0:06:20.01,0:06:24.26,Default,,0000,0000,0000,,COMMERCIAL: It's for you Moschino Barbie!
Dialogue: 0,0:06:24.26,0:06:27.49,Default,,0000,0000,0000,,Moschino Barbie doll, \Nfabulosity totally included.
Dialogue: 0,0:06:27.49,0:06:31.65,Default,,0000,0000,0000,,NARRATOR: Some may think that having\Na boy in a Barbie commercial is progress.
Dialogue: 0,0:06:31.65,0:06:35.64,Default,,0000,0000,0000,,However, his mannerisms are still very\Nfeminine by our society's standards,
Dialogue: 0,0:06:35.64,0:06:38.22,Default,,0000,0000,0000,,indicating that Barbies \Nare indeed feminine toys.
Dialogue: 0,0:06:38.22,0:06:42.62,Default,,0000,0000,0000,,In this way, it's not much better than \Nthe Barbie commercial from the '50s.
Dialogue: 0,0:06:42.62,0:06:46.13,Default,,0000,0000,0000,,We must keep in mind that the \Nadvertisements are not entirely at fault
Dialogue: 0,0:06:46.13,0:06:49.29,Default,,0000,0000,0000,,because gender is constructed \Nby our society.
Dialogue: 0,0:06:49.29,0:06:53.56,Default,,0000,0000,0000,,Advertisements simply perpetuate \Ngender stereotypes by attempting to appeal
Dialogue: 0,0:06:53.56,0:06:56.32,Default,,0000,0000,0000,,to consumers' socially influenced desires.
Dialogue: 0,0:06:56.32,0:06:59.69,Default,,0000,0000,0000,,In other words, society \Ncreates gender stereotypes,
Dialogue: 0,0:06:59.69,0:07:01.90,Default,,0000,0000,0000,,and advertisements perpetuate them.
Dialogue: 0,0:07:01.90,0:07:06.24,Default,,0000,0000,0000,,In order to make a change, we must figure\Nout why we haven't made more progress.
Dialogue: 0,0:07:06.24,0:07:09.93,Default,,0000,0000,0000,,Is it society that is resisting?\NOr are the toy companies?
Dialogue: 0,0:07:09.93,0:07:10.88,Default,,0000,0000,0000,,Or is it both?
Dialogue: 0,0:07:10.88,0:07:14.58,Default,,0000,0000,0000,,Whatever the cause, \Nwe must not be discouraged.
Dialogue: 0,0:07:14.58,0:07:20.76,Default,,0000,0000,0000,,Things are improving slowly, \Nbut there's still much work to be done.
Dialogue: 0,0:07:20.76,0:07:51.68,Default,,0000,0000,0000,,♪ [slow jazzy music plays during credits] ♪