Gender in Television Toy Advertising to Children

Since the 1950s, advertisements have been saturated with stereotypes. Over the years, female representation as the domestic nurturer shifted to the beautiful princess, and males from the industrial worker to the super hero. These stereotypes are perpetuated in advertisements to children through factors such as setting, interaction between characters, and the type of product. Even technical aspects, including voiceovers, camera angles, and editing reinforce these stereotypes. This review of the literature examined how toy advertisements are directed at children with a specific focus on gender representation. Consistencies were found across all studies regarding stereotypical characteristics in the advertisements. Most often girls have a more cooperative playstyle and are shown in a home setting, playing with dolls and toy animals, while boys have a more competitive playstyle and are shown in outdoor settings away from the home, playing with action figures and model vehicles. Opposition to gender stereotypes is also discussed