The criticism was reported in the UK and directed at Amazon: the Fawcett Society accused Amazon of continuing to reinforce gender clichés. In the images that accompany the vacuum cleaners, mops or brooms, those who appear are always women. “Surprisingly, research has shown that men are fully capable of doing household tasks , ” quips Sam Smethers, the head of the organization.But, although this is clearly an error of Amazon and how it presents its products, the ecommerce giant is not the only one that continues to use images, messages and ads that maintain gender stereotypes. Despite the fact that sex in ads no longer sells , as studies have shown, and even though consumers have made it clear that they are not reflected in these types of ads, it is not so strange to continue to see biases in the messages of brands and how their products are presented. You could almost say that it is overwhelmingly general.
The case of toys and children’s products is a clear case. The separation of toys “for boys” and “for girls” is quite recent and studies have shown that it Tajikistan Email List has been accelerating in recent years. For example, a study certified a few years ago that children’s books were practically as skewed now as they were 50 years ago.The same is the case with advertising messages that are launched at the smallest, as a recent analysis has shown. Thus, the latest study on sexism in advertising has been carried out by the Women’s Institute based on the advertisements that are launched in Spain, which has studied the advertising of toys and whether sexist archetypes are still maintained in the advertisements intended for the smallest .
The data from the study make it clear that despite everything, toy advertisements continue to reflect certain biases, especially those that seek to reach children.Of the advertisements related to professions aimed at boys, 50% still appeal to professions traditionally seen as masculine. Thus, boys are pilots, policemen or soldiers in these advertisements, something that only occurs in 20.5% of advertisements aimed at girls. 34% of the advertising of toys for professions aimed at girls appeals to hairdressing and aesthetics. When it comes to a child, this only happens in 2.4% of cases.Girls are caretakers and boys are warriorsGender bias is even clearer in those archetypes that have traditionally been linked to images of the masculine and feminine.
Despite all the campaigns, the impact of feminism and the pressure from millennial parents to offer other types of toys and messages, the data from the Women’s Institute study make it clear that in advertisements children are still adventurous warriors and the pretty and homely girls. If you analyze the ads that include gender archetypes (56.3% of those featuring girls and 35.2% of those for boys), you can see it.Seventy-one percent of those ads targeting children continue to appeal to archetypes of warriors, heroes, and adventurers, and only 13.3% feature children in home or care settings (for example, as a caregiver / parent or master of House). In contrast, 68.2% of ads of this type link girls to beauty or home. Only 7.4% of the ads present them as warriors or heroines.