Research reveals music and soundscapes used in toy commercials are reinforcing rigid gender norms. — AFP
With dolls for girls and building sets for boys, toy ads are often accused of perpetuating sexist cliches. According to a study published in the journal PLOS One, these stereotypes are reflected not only in the images and language used, but also in the sounds and music featuring in these commercials.
A research team from Queen Mary University of London investigated the impact of toy ad soundtracks in conveying gender stereotypes. For the purposes of their study, the researchers analysed over 600 toy commercials broadcast in the Britain over the past 10 years. They observed striking differences between the music in ads targeting boys and those targeting girls.
In commercials aimed at boys, the sounds are often loud and abrasive, projecting an image of strong, tough masculinity. Conversely, the musical compositions in ads for girls are characterised by their softness and harmonious nature – qualities perceived as typically feminine. "These choices are not accidental; they are deliberately in line with entrenched gender norms," explains study coauthor, Luca Marinelli, quoted in a news release.
Impact on emotions
These marketing decisions are far from anecdotal. Music has a direct impact on children's emotions. For Dr Charalampos Saitis, coauthor of the study, the soundscape of toy ads plays a subtle role in anchoring gender stereotypes in children's minds from an early age. And this phenomenon can have an impact on the child's development. "Gendered music in advertising doesn’t just influence how toys are marketed – it shapes the affective experience of the commercial itself.Children are receiving these messages on multiple levels, and the emotional impact of the music reinforces the gender binary in subtle but powerful ways," the researcher says.
This study calls for a rethink of the way toy ads are designed, so that they don't trap toddlers in outdated gendered norms. Previous research has shown that, from the age of 18 months, children begin to perceive gender roles and show preferences for objects and activities deemed culturally appropriate to their gender. Toy manufacturers therefore need to design their marketing campaigns in such a way as to address children more thoughtfully. – AFP Relaxnews
