ANTH 1101 Learning Gender Baby clothes 19 October o In the early 1900s all children wore white if they shit you bleach o Pink for girls blue for boys was a marketing campaign you have to buy a new set of clothes for each gender age A Cultural Approach to Male Female Miscommunication Gender in advertising o Instill lust desire envy fear etc o Seek to create desire in a way cultural norms don t in normal life Mass media gender o Cultural industry model stresses power of media to define gender o Audience freedom model stresses power of the audience to choose ignore or subvert messages o Circuit model stresses a circuit of production circulation and consumption of media products o Advertisers want to shape consumers ideas about the good life thus advertising carries messages not only about consumption but about work time beauty health family community morality as well as about gender sex and sexuality Gender in toys and toy advertisements o Examining ads for Values and behaviors Gendered marketing Ideas reflected in color style and design o Girls lots of pink domestic oriented vanities quiet toys for inside use Learn how to be good mommies to be pretty to keep still to be domestic It s okay to be athletic if you look good o Boys active variety of colors red yellow blue black more competitive activities construction and destruction names sound violent and aggressive How to be active aggressive and violent how to win how to construct and destruct It s okay to play with a doll if it s a worm o Toddlers primary colors more neutrality in toys and in the marketing o Colors of neutral toys look a lot like the colors of boys toys
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