Toy Ads and Sexism

        In this video, uploaded in November 2010, the topic of TV ads for toys are gender biased. In the clips we see boys toys as promoting a tough exterior, a strong reference of power and control, and an emphasis on competition. When we watch the ads for the girl toys we see a far different story: the homemaker, "mother", an emphasis on beauty, and everything sparkles and glitter. She even gives the example of a gender neutral toy "Moon Sand" and two very different ads for the same product. In the ad where boys are playing with Moon Sand, they are playing with tractors and how the sand can be built or smashed, leading the boy to a "masculine" job. When we see the ad for the girls the same product can be used "to decorate!" Overall, the video explains that these ads are a bad example for children. From a young age the boys are learning that they are the more prominent and dominant gender who can go on to any strong career, while the girls are being told they must be pretty and stay at home to cook, clean, and take care of the children.

         I really enjoyed this video because it explains the main problem with the sexism in advertising, which is it's influence on children. Of course girls will grow up thinking they are week if they are handed the toy broom and Easy Bake Oven, while the boy is allowed to play with guns and racing toys. The problem of sexism is starting at an early age because this is the idea that we are being taught from the beginning. Of course, this could all be different in the homes of each child. I know personally that more parents now are allowing their children to make the decision on what toys they want to play with, gender aside. But this only works so much, because the media will continue to portray men as strong and women as weak, which isn't a very powerful statement for little girls to see and hear.