Gender Stereotyping in Toy Advertising

[The most common words used to advertise girls’ toys on TV]

At Achilles Effect, Crystal Smith recently posted about the language used in toy advertising as it relates to gender, and while it may not be exhaustive, it’s certainly eye-opening.

Compare the top image, with words like ‘love’ and ‘magic’ and ‘friendship’ predominantly featured in toy adverts targeted to girls, to the below image, with the most common words used in toy adverts targeted to boys:

Hmm. ‘Battle’ and ‘power’.

There’s a great debate in the comments over at the original post, so be sure to check those out as well.

Derek Markham

Things I dig include: simple living, natural fatherhood, attachment parenting, natural building, unassisted childbirth (homebirth), bicycles, permaculture, organic and biodynamic gardening, vegan peanut butter cookies with chocolate chips, bouldering, and the blues. Find me elsewhere at @NaturalPapa, @DerekMarkham, Google+, or RebelMouse.

One thought on “Gender Stereotyping in Toy Advertising

  • April 12, 2011 at 8:17 am

    Ah, marketing – the devils invention.

    For those that want to understand the evils of marketing, may I suggest you watch – The Century of Self by Adam Curtis. It is an amazing 4-hour documentary showing how we have been duped into consumerism for the past 100 years.


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