The Definition of Gender-Stereotyping

The definition of Gender-Stereotyping according to the Dictionary of Sociology "these are one-sided and exaggerated images of men and women which are deployed repeatedly in everyday life. They are found commonly in the mass media because they operate as a widely understood shorthand. Sociologists often see stereotyping as part of the process by which children are socialized into sex roles and by which adults and children are denied opportunities for more individually varied development" (1). Gender-Stereotyping is found in commercials that children are inundated with. According to a BLS American Time Use Survey the average child watches 1480 minutes per week of television.

Stereotypical assumptions have become so wide-ranging that scrutiny of television's contents, especially in commercials, is a must. Our children are being taught gender bias through advertising and it starts at as young as age two. While researching this topic I came across some very interesting findings. Gender typing in marketing is prominent in today's society. It has been proven to have significant impact on children's behavior and how they view themselves. An article by Nancy K. Freeman states "Children construct their understandings of gender at an early age. By about 24 months they begin to define themselves as 'girls' or 'boys'" (358).

Marketing companies realize that children are susceptible at a young age and start to target children in their advertising. Even Happy Meals offer toys specific to gender. We can see this gender typing in toys that are made specifically for girls to play with and toys that are made specifically for boys to play with. Marketing of these toys points to a specific audience and makes the children believe that if they get this toy they will be just like the kids in the commercials. One commercial that proves this theory is for Micro Chargers (MicroChargers). This commercial is targeted to boys and makes it appear if you buy this toy you will have super powers! The commercial has two boys that are playing with the "super toy". They are well dressed middle class kids a little bit older than the children that would actually play with this toy. These kids appear to be having the best time playing with this "Micro Charger" and when you lift the toy to the sky lightning bolts shoot out from it. The commercial is loud and has lots of exciting music playing. The commercial implies that you will have super powers and be just like the cool boys if you buy the toy. Do you think this type of toy would appeal to a girl when it has been marketed so specifically to boys?

In Dr. Monica Brastad's article "Care Bear vs. Transformers: Gender Stereotypes in Advertisements" she talks about how she took her daughter to McDonalds for a happy meal. In her happy meal she was given a Care Bear. She asked why she had gotten a girl toy, when she wanted a boy toy. Why would the McDonald's worker assume that she wanted the girl toy? Was it based on her sex? There are plenty of children that like to play with all toys no matter whether they are considered a boy toy or a girl toy. Dr. Brastad's daughter wanted the transformer which was considered a boy toy because she considers herself to be a tomboy. The fact that the daughter labels herself as a tomboy speaks to the sexism that still exists in our society. Why does she have to be a tomboy? Why can't she just be a girl that likes to play hard and enjoy trucks and cars and climbing trees? Should there be a label for this?

Dr. Brastad also speaks to the fact that commercials are gender stereotyping our children by arguing, "Commercial after commercial shows girls playing with dolls or makeup and boys playing sports, racing cars or battling action figures" (1). She goes on to state "Although these may be 'just advertisements' they are also one of the places that children learn about gender roles" (Brastad 1). I find it very concerning that we as parents allow this "brainwashing" to happen. We are giving our future generations the idea that they don't have a place in society unless they fit into a certain category as girls or as boys. As a boy you must like action figures and racecars and as girls you must like barbies and makeup. Advertising to children has doubled since the 1970's and is continuing to grow. "The growth in children's advertising has been driven by efforts to increase