Some have observed that advertisements featuring kids often present active boys and passive girls. This vintage ad is a great example of what that looks like:
Some have observed that advertisements featuring kids often present active boys and passive girls. This vintage ad is a great example of what that looks like:
Comments 28
E — December 30, 2009
agenda much?
tblaizey — December 30, 2009
I have to admit though... the boy does look more feminine than he would in today's advertisements.
rachel — December 30, 2009
blah fucking blah blah america blah blah blah america, america, yank, yank, yank, blah fucking blah blah...YANK.
MJ — December 30, 2009
"Today american media and american cultural phenomenon pretty much dictate global trends."
Uh, what?
"take the example of anorexia, a disease that did not exist previously of the americanisation."
Disfiguring/killing yourself in the name of body ideal is hardly an American invention. Not even close.
CJ — December 30, 2009
I suppose it says something about my priorities that I immediately gravitated to the cocker spaniel peering around the corner at the boy. :)
Sabriel — December 30, 2009
Hey kid! Open your eyes before you hit yourself in the foot!
*grumble grumble*
shale — December 30, 2009
The advertisement is for fasteners---Gripper has no incentive to portray either character as passive. I actually think the girl is supposed to be rambunctiously rolling around, as babies often do. The boy also appears to be quite a bit older---e.g. he isn't wearing a full-piece, and is shown exhibiting his dexterity. It would make sense that Gripper wants their product generalizable to babies and toddlers.
That isn't to say that the tropes suggested in the post aren't present in other places; I'm just not sure that this is a very good example.
maria — December 30, 2009
yay dr. seuss!
RedPickle — December 31, 2009
Girl, lying back with a bow, giving a cute smile. Boy, solemn faced, learning how to use big tools. Definite passive/active tropes.
But isn't it beautifully drawn! A style of its time, but that's lovely technical skills - look at the lines of the boys hair. (Not that the poor artist necessarily wanted to draw babies in snap-lock clothing, but today they'd be babies photographed and then photoshopped to the requisite level of hypercuteness.)
francis — January 2, 2010
Yeah, anyone know who the illustrator is? I dig the style.
smemser — January 3, 2010
After reading all this so far, and reviewing the image again, there is an additional element I notice. I'm disturbed to see the direction in which the product example seems to be aimed.
Starcher — January 21, 2010
Am I the only pervert in the room seeing a girl laying on her back with her feet in the air while a boy is hammering wood rods above her? I've never seen baby girls with so much eyeliner before. Someone had to draw it this way, and then someone approved the art for advertising, and everybody knows babies don't read. This was on purpose!
Serena’s (female) body « Equal Writes — July 8, 2010
[...] portrayed as one that we should be working toward. Sociological Images talks often about the socially enforced passivity of the feminine and I think that the negative comments about Serena’s body (as evident in those [...]
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Cricket ID — January 29, 2024
Such stereotypes about gender roles in sports can be limiting. It's refreshing to see initiatives like Cricket ID breaking these stereotypes by offering a platform where passion for cricket transcends gender norms.
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