Camille S. sent along a characteristic example of advertising for kids’ toys. From KMart, the catalog specifies very different ideas for boys versus girls:
In contrast to the KMart advertising, Shannon H. sent a link to the advertising at Bazoongi. Their website, featuring slumber bags and play structures, is both multiracial and breaks down gender stereotypes. Notice that the boys and girls are both modeling boy-ish (blue, sciency) bags and girl-ish (pink, pony, butterfly) bags:
And this “dollhouse,” for example, shows mixed-sex play:Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Lateefx — December 23, 2010
I wish I had a Superhero Hut! LOL - This is a pretty cool observation -- it's how children are brain washed (or 'conditioned' if you prefer) from an early age into 'understanding' their gender roles in society.
Lance — December 23, 2010
I'm right there with you on most of the post, except for the Bazoongi sleeping bag part. Yes, there are definitely girls in the blue pirate and blue astronomy bags; but where is there a boy in a pink bag? I see one pink bag, which has "Princess" in the name and is modeled by a child in an orange shirt with short hair--but who isn't obviously, to me, male.
Also, the breaking-stereotypes fares less well in the "Big Kids" section, where you have girls in the Beautiful Butterfly and Gingham Daisy, and boys in the Sporty Squares and Rad Reptiles, and even worse, a slumber bag called "Camoflouge-Boy" [sic] in camouflage colors (I can't make out the design) and one called "Camoflouge-Girl" [sic] with pink flowers.
By and large they're doing OK (and I agree it's a wonderful antidote to the usual thing, as epitomized by KMart) but there are some definite notable lapses.
Anonymous — December 23, 2010
1. I'm pretty impressed by this advertising.
2. I WANT A SUPERHERO HUT.
That is all.