The muscular figures of Thor and Superman appearing on the picture can not find them in my house. I don’t know what would have happened if instead of girls I had children, but I would not like that this disproportionate with scowling snowman and wielding a mallet were among his toys.
It is also unlikely that my daughters felt attracted by these dolls: they do not know or have seen ads that appear, especially those ads that called more attention and are in which girls.
On TV, in the catalogues, in the shops … kitchenettes for girls and cars for children. It’s been the holiday maelstrom of gifts, but this issue seems to be not perishable. On the contrary, it is increasing as the years pass: most of the ads on games and toys contain sexist treatment.
Apart from the weight of tradition and social conventions in our families and society in general, this question is reinforced in many cases by advertising. Despite the years, the choice of fun for the little ones still governed by gender stereotypes.
It is thus reflected in the last report of the Observatory Andalusian’s not sexist advertising, where the aesthetics of pink still impose on girls and blue tuning is closer to boys.
The latest advertising campaign of games and toys in Andalusia, carried out by the Institute for women (AMI), shows that 63.9% of ads on games and toys studied in 2010 contained some sexist treatment and violated some point of the Decalogue for advertising non-sexist by the Junta de Andalucía.
85% of the analysed advertisements promoting models that strengthen guidelines traditionally attached to each of the genera.
According to these data, sexist advertising has increased almost five percentage points compared to 2009. For this reason the institution has presented a campaign with the aim of raising awareness about the need to eliminate the sexist content and violent of many games and toys.
In addition, 39,77% of the commercials serve a stereotype girls, such as the toys that make reference to the housewives-oriented or care of the children. In the Andalusian 2011 Observatory report, to be published in a way integrates in February, is observed which is also booming advertising containing the beauty of women as synonymous with success. C ’ c’est la vie.
We will be attentive to this report which speaks of toys for children and toys for girls, How sell us them and how we buy them, falling without realizing (or not wanting to escape it) the perpetuation of stereotypes and roles.
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