Lecture 8Youth marketing: genderingearly ad for a cardifferent genders for children’s toystoy stores now a dayspink side, dolls kitchen sets, vacuums, toys that foster working together, adorn yourself or around youred/blue side, race cars, boys toys are more competitive, weapons, action figuresthere are clear distinctions between boys toys and girls toysboys themes: lego ninjangogirls themes: my little ponygendered lego advertising remixer (www.genderremixer.com/lego)shows how we encourage kids to play comparing boys to girlstoys and socializationeasy bake oven girl commercialtoys and kid marketing are powerful socialization agentsteach children about gender rolestop chef shows and industries always show men as head chefs in kitchensHasbo then comes out with a male neutral colors for an easy bake oven in response to a little girl who petitioned to get different colors so she could buy her one for her brotherGender and sex terminologySex: biological conceptMale and femaleGender: cultural constructMasculine and feminineGermany recognized a third gender for intersex children….Social consequences for the people who don’t follow the cultural norms and gender norms and we further implement the gender norms and sexualization.Video on boy wanting to be a princess for Halloween and female wanting to be supermanHow did the parents react?Everyone said no, tried to persuade the child to do something elseOne female said go for it, be a spider man because she just wants to be her own thing and the more she realizes and is okay with it them other people will respect her.Afterwards discussion in class over boy and girl sexualization and how its ever perpetuated in the way our toys and costumes are put out.Kids are gendered and told what to like and its hard for us to tell what’s nature and nurture. We are put into binaries in the way we exist and what to play with and how to play.How do we advertise gender in adulthood?Marketing to womenWomen have increasing earning powerWomen make 85% of all consumer purchases80% healthcare decisions$90 billion a year on consumer electronics65% of car buying sayMotherhood correlated with more brand loyaltyIncreasing acknowledgement of women sports fansWomen account for 50% of viewing audience and boy 46% of sports memorabilia91% of women say advertisers don’t understand themads as social communicationads don’t just sell thingsGradually and collectively, they inform our worldviewgender and powerobjectification- not only do men objectify women but women start to objectify themselvesbody image, social value and self worth – contributes to the way view ourselvesguys go to the gym to get bigger, girls go to get smallerrepresenting powerErving Goffman: Gender AdvertisingPower symbolized through subtle cues:Size, [positioning, body languageAmplified and stylized (and often distorts) realityRelative sizeMen depicted as physically bigger or more massive than womenEx. Abercrombie and Fitch adFeminine touchLightly touching something (others, self, object) instead of grabbing itImplies delicacyFunction rankingMen usually occupy the more commanding role/position regardless of purpose of ad (work, family, leisure)Ex. Men is doctor, woman is patientRitualization of subordinationSubmissiveness communicated through body language, dress, and behaviorEx. Gucci adsCommon tropes1. Prostrationbody loweredlounged or slouchedavailabilityvulnerability2. Knee bendsimplies trustoff guarddeference(heads that are straight forward looking into the camera are more direct and are considered powerful)3.Head cant (head tilt)submissivenessless threatening4. Childish posesdependencychildren=sexyex. American apparel ads5. Licensed withdrawalgazing, lost in thoughtdisconnected from environmentlack of eye contactwhat if men posed like this?JAMS 214 1st Edition Lecture 8 Youth marketing: gendering- early ad for a car- different genders for children’s toyso toy stores now a days pink side, dolls kitchen sets, vacuums, toys that foster working together, adorn yourself or around you red/blue side, race cars, boys toys are more competitive, weapons, action figureso there are clear distinctions between boys toys and girls toyso boys themes: lego ninjangoo girls themes: my little pony- gendered lego advertising remixer (www.genderremixer.com/lego)o shows how we encourage kids to play comparing boys to girls- toys and socializationo easy bake oven girl commercialo toys and kid marketing are powerful socialization agents teach children about gender roles top chef shows and industries always show men as head chefs in kitchens Hasbo then comes out with a male neutral colors for an easy bake oven in response to a little girl who petitioned to get different colors so she could buy her one for her brother- Gender and sex terminologyo Sex: biological concept Male and femaleo Gender: cultural construct Masculine and feminineo Germany recognized a third gender for intersex children….o Social consequences for the people who don’t follow the cultural norms and gender norms and we further implement the gender norms and sexualization.o Video on boy wanting to be a princess for Halloween and female wanting to be supermanThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. How did the parents react? Everyone said no, tried to persuade the child to do something else One female said go for it, be a spider man because she just wants to be her own thing and the more she realizes and is okay with it them other people will respect her. Afterwards discussion in class over boy and girl sexualization and how its ever perpetuated in the way our toys and costumes are put out. Kids are gendered and told what to like and its hard for us to tell what’s nature and nurture. We are put into binaries in the way we exist and what to play with and how to play. How do we advertise gender in adulthood?- Marketing to womeno Women have increasing earning powero Women make 85% of all consumer purchases 80% healthcare decisions $90 billion a year on consumer electronics 65% of car buying sayo Motherhood correlated with more brand loyaltyo Increasing acknowledgement of women sports fans Women account for 50% of viewing audience and boy 46% of sports memorabilia- 91% of women say advertisers don’t understand them- ads as social communicationo ads