In a charming ad Barcelona Christmas Cash Store German, dated 1935, children are drawn to interact with different toys. They wield swords, drive cars and build mechanisms. One, dressed as Indians, mounted on the back of his father, which makes a horse. As girls, many carrying dolls in their arms, one pushing a baby stroller and other cooking chestnuts. There's even one serving a cocktail of a child dressed as a hunter. Well, the (bad) news is that the current picture is not very distinto.Los toy manufacturers and their advertising agencies are committed to using the gender difference as a marketing tool at all costs such that if time had stopped for them in 1935.
The latest to warn of the situation has been the English Confederation of Housewives, Consumers and Users (CEACCU): "On Gender, persists in the narrative promotional campaigns sexist although preferably character is mixed toy advertising as a whole plays a sexist discourse. "
A English boy sees an average of 49 ads a day (this figure increases dramatically in the period around Christmas, with sessions followed more than 20 ads in each break between programs.) According Norminanda Vilar Montoya, a professor at the Autonomous University of Barcelona, \u200b\u200band author of the research The role of voice in the broadcast advertising aimed at children, the hype is especially critical in the stage goes from four to seven years, when personality is not defined and is more influenced. According to studies by the specialist in child psychology Kenneth O 'Bryan, the ads become an effective teaching tool for recording any relatively simple idea in the minds of children. And in that world of ideas and attitudes are integrated values. Thus, toy advertising exerts a powerful influence on the description the child becomes of sex and opposite.
The language is less powerful vehicle for these prejuicios.El of ads for girls is eminently cheesy, with superabundance of diminutives (pastries, house, puppy, piggy ...) and expressions of affection (I love you so I needed my love ...), while those for males are the dominant features augmentative (non-stop action, the more risky positions ...) and the use of expressions related to competitiveness (you have the power , destroy your opponent up ...). Moreover, while in the first predominantly female voices soft in the latter are the male authoritative tone (type Constantino Romero). "The male voice", says Montoya Vilar, "represents the authority and the strengthening of the authority, reflected in an adult voice is very important for children to decide when."
representations of the adult world of each gender nor left maimed as a sexist approach refiere.Mientras Action Man (the greatest hero of all time) fighting in the streets against Dr. X, Barbie lava prepares your puppy or "cakes and jelly" in their kitchen magic. A bipolar world whose ends are apparently irreconcilable (though today, ousted Ken, Action Man is set as the best option for Barbie) which limits, for them, they stay within the walls of the home, and for them ... unattainable, because the universe of male leisure is a true microcosm where there are many fantastic worlds (Bionicle, Alien Attack, Castle Crayskull ...).
When the wrist is not in the kitchen, appears become a sex object. Thus, the Bratz, with painted lips and eyes "as bold as you", promise their buyers shine "on the track and at night." That's right: as a good object, the child-woman in her ancestral remains passive. As shown, a button. Hasbro invites Hotline to play well, "Find out who's going to ask out, guess who the mysterious guy, the festival fun." In addition, a characteristic pattern affects female communication, that of concealment: "Tell your secrets to your friends."
is not taking a fundamentalist position, falsely progress and force children to play with Barbie Mermaids and girls Hulk (unless you want to). In fact, the problem is not so much the toys themselves, as in the way that advertising targeted promotions designed to use only one of both genders. The child marketing is a highly developed discipline (companies such as Ericsson have specific departments for research of new products aimed exclusively at kids) that sometimes borders on the Machiavellian. The toy industry is committed to gender differentiation and because its target (target) is much more defined, thus avoiding the risk of diluting the message. We must not forget that advertising does not transform reality, but it echoes. According to Raul Peralba, president of the marketing company Positiong System, "the toy industry is facing a dilemma: those who buy the toys are not children but their parents and what they want is that their children with adult attitudes, which they consider acceptable. Only a risky business, able to overcome prejudices and stereotypes, could overcome this obstacle. How? Social responsibility and thinking first of the child, what he enjoys (and not, as is done now, in the trade margin and convince the father). "Fortunately, the society moves and some manufacturers are aware of it. As Scalextric (Tecni Toys), in which new ad displayed a boy and a girl playing with the same attitudes. Why this commitment? The experience of Peralba responds: "I have four daughters and they all played with cars for the simple reason that to me I really like and that is transmitted. "
And if it has, why do not MB (Action Man) and Mattel (Barbie)? It's simple: those who buy the toys, adults would not be very according to size costumbres.La liberalization of half of the parents, according to polls, believe that there are toys and toys child own own child.
Source: http://www.elmundo.es/cronica/2003/424/1070273711.html
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