Princesses and Superheroes: An Analysis of Sexism in Toy Advertising Campaigns
Abstract
Advertising campaigns for toys are very relevant due to their prevailing presence during the Christmas period, and also because they gear the selection of products by boys and girls. Research conducted during the last decade demonstrates that gender stereotypes are present within a reiterative and monolithic discourse that promotes regressive behavioral models. The Spanish Women’s Institute has published the results of an empiric work that analyzes in depth the 2019/20 Christmas campaign through the study of TV spots and catalogues, as well as on-site and online advertising. Those results prove that, despite certain progress, sexism in advertising still exists. A particularly meaningful fact is that, although girls begin to be (timidly) introduced into the male universe, boys barely approach the female culture.
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