Gender-specific advertising

By Kat

Marketing directed to children is one of the strongest aspects of commercial sales today. Children are under constant exposure to marketing in an ever evolving society where advertising is experienced through many mediums. And one of the most dangerous elements of this form of marketing is gender-specific advertising.

Gender specific marketing targets the developmental vulnerabilities of young children, and as a result encourages social conformity. Just because boys and girls have different interests, does not mean that companies should target these stereotypes. There is always that one child who has different interests- the issue with such marketing is that these children are made to feel alienated, and are less likely to pursue what they truly take interest in. 

Advertising is everywhere in modern society. It can be as subtle as a brief cameo in a television show, or as obvious as the great billboards that line the walls on shopping trips, boasting products with great qualities that you will certainly need.

Children are the most susceptible group to advertising. Today, children are bombarded by pressure to conform with gender roles, with the advertising that promotes gender-specific toys affecting career decisions and furthering close-mindedness of children to other work opportunities or hobbies. The stereotypes of toys can be seen to be reflected even in adulthood- we can see stereotypes surrounding girls going into less active and hands-on work, reflective of the dolls and toy sets that they are offered to play with as children. Males are seen to be built for the nitty-gritty work, such as construction, even when many have different interests. 

Despite a large variety of people going into different fields, the truth is that perhaps the reality differs, but the stigmatisation does not. I wonder how many girls or women were insulted with the phrase 'go back to the kitchen', which is shown in the kitchen sets and household toys that the toy industry insistently markets to them. I wonder how many boys were criticised when their peers realised they were more in touch with their artistic side than the physically strong and tough portrayal that they were encouraged to pursue in their constant inflow of trucks, robots, and construction sets. 

The rights of children to grow up and the rights of parents to raise them without being undermined by rampant advertising and consumerism is at stake, and while eradicating gender-specific advertising is not the instant solution to our everlasting problem of gender stereotyping, I believe it is certainly a large step forward into reducing gender stereotypes and social conformity.

It is the responsibility of this society to protect children from the repercussions of commercial marketing and advertising of gender specific toys. In light of all the marketing and advertising directed towards young children, it is only fair that children be given some room to make their own choices about who they are and what they can be, without the pressure of gender-specific advertising.