Gender representation in advertising of toys in the Christmas period (2009-12)

Abstract

This paper analyzes the representation of children’s gender in toy advertising on television during three different periods. To achieve our purpose, this study examines seven variables: Toy typologies, Gender, Values, Voiceovers, Period, Actions depicted and Interaction between characters. These variables are taken from previous works that have studied the uses and preferences in toy selection according to gender, and research that studies the ways in which advertising represents children and toys. The sample comprises 595 toy commercials broadcast on the TVE1, TVE2, Telecinco, Antena 3, Cuatro, La Sexta, Boing and Disney Channel television channels. The period of study is October to January 200910, 201011 and 201112. The choice of this period is because most toy commercials are broadcast for Christmas. The most important results are: the percentage of male characters is higher than female characters; the advertising of vehicles and action figures is associated with male characters; the values associated with vehicles and action figures are: competition, individualism, ability, physical development, creativity, power and strength, and the values associated with dolls and accessories are beauty and motherhood. Este trabajo analiza la representación de los géneros en la publicidad infantil española mediante el estudio de siete variables: tipos de productos, género representado, mensajesvalores, voz en off, periodo, acciones representadas e interacción entre personajes. Estas variables se recogen de trabajos que estudian los usos y las preferencias de selección de los juguetes según el género del niño y de estudios que analizan los modos y formas de la publicidad para representar a los niños y a los juguetes. El universo de la muestra lo constituyen 595 anuncios de juguetes emitidos en los canales de televisión: TVE1, TVE2, Telecinco, Antena 3, Cuatro, La Sexta, Boing y Disney Channel durante tres periodos de tiempo: Navidades de 2009, 2010 y 2011. Se ha escogido la Navidad ya que durante este periodo se emiten la gran mayoría de los anuncios de juguetes. Los resultados demuestran que, aunque hay paridad en la representación de género en la publicidad infantil de la muestra analizada, existen claras diferencias en las tipologías de los juguetes más anunciados. La publicidad de figuras de acción alberga mayor porcentaje de personajes masculinos asociados a valores como competencia, individualismo, habilidad y desarrollo físico, creatividad, poder y fuerza. Sin embargo, los anuncios de muñecas tiene mayor porcentaje de personajes infantiles femeninos y estos se asocian a los valores belleza y maternidad.

Configuración de estereotipos de género en publicidades infantiles. Estudio comparativo entre España y Argentina

“…Por ello, se analizarán aquellos anuncios que ofrezcan productos y servicios destinados a este público. La propuesta es analizar el modo en que la narrativa publicitaria dirigida a la audiencia infantil configura roles y estereotipos de género en diversos tipos de productos y servicios, como alimenticios y de ocio y entretenimiento para niños y niñas, incluyendo también la industria del juguete, toda una tradición en las investigaciones que tratan el tema (Martínez et al 2013;Tur Viñes, 2006;Ferrer, 2007;Gil y Pérez, 2012; Nicolas-Ojeda, Martínez-pastor y García-Manso, 2019; entre muchas otras).…”

Children’s consumption culture development through Christmas myths: ethical implications

“…Caron and Ward (1975) analysed gift requests and found middle class children asked for things they could use by themselves, generally from Santa, while upperclass children asked for competitive and sporting items, generally from their parents. Stereotypical gender specific requests have also been found (Richardson and Simpson, 1982;Downs, 1983;Martı ´nez-Pastor et al, 2013) as has a correlation between children's requests for Christmas and the advertising they watch (Buijzen and Valkenburg, 2000;Pine and Nash, 2002;Pine et al, 2007). Ganassali (2019) recent study showed, through a quantitative content analysis of French children's letters, that generally requests themselves are quite heterogenous.…”

“…Even though Bettelheim (1976) outlines the importance of fairy tales and stories for the socialisation of children, children’s Christmas gift requests have only been quantified in literature (Ganassali, 2019; O’Cass and Clarke, 2002; Otnes et al , 1994; Martínez-Pastor et al , 2013; Richardson and Simpson, 1982; Robertson and Rossiter, 1976). Along with their relationship to advertising (Buijzen and Valkenburg, 2000; Pine et al , 2007; Witkowski, 2020), overall studies on the meaning of Christmas have largely focussed on adults (Clarke, 2007; Hirschman and LaBarbera, 1989; Tynan and McKechnie, 2005).…”

Cultural Components of Sex Differences in Color Preference

“…One such non-essentialist theory is schema theory. Social messages, such as parents buying gendered toys (Pomerleau et al, 1990), or cultural messages, such as gendered toy advertising (Kolbe & Muehling, 1995;Pastor, Nicol as, & Salas, 2013), may influence children's construction of gender schema: large associative networks of information about gender that children assemble based on their experiences and observations of the world (Bem, 1981;Liben & Bigler, 2002;Martin & Halverson, 1981). Because gender is a functionally significant dimension in society, it is salient to children, who notice the associations between gender and environmental features such as color (Bigler & Liben, 2007).…”