Television Ads for Children and Problems with Gender Inequality

Gender equality is a social issue that has been discussed for several years. The children's media industry is not an exception in contributing to the inequality issue. Most of the children’s networks use advertisements that present various concepts and ideas that are gender insensitive. These advertisements seem to focus their attention on bringing out the differences in gender and representing one gender more than the other. Advertisements within children’s programs display distinct traits that are specific to gender. The symbolic perspective best describes how this can influence children’s future actions. Television offers children a vision of what it means being a boy or girl, or a woman or man (Gotz, 2008). Most ads present more male characters than female characters. The traits between male and female characters show a high imbalance and gender inequality. Children’s television ads portray traits, behaviors, and social problems associated with gender inequality.

Children’s television ads often bring out a concept that defines a man and a woman in current society. Although these ads should promote gender equality in society through portraying equality in access to power, resources, respect and status between men and women, they do the opposite. A culture of gender equality is one that has no limitations placed on people based on their gender identity. Gender stereotyping can diminish the status and stand of women, and it can sustain the inequalities experienced by women with access to power, services, respect and resources (Valiulis, O’Driscoll & Redmond, 2007). Children should see and learn from media through a representation of gender equality in the programs aired to them. A culture of gender equality can only start with advertisements aired to children that show what gender equality means in the 21st century.

After watching two hours of children’s television programming, I realized the networks gear their advertisements towards which gender is dominant in the program. On the 30th of October between 2:30pm-3:30pm and 3:30pm-4:30pm I watched four shows between The Disney Channel and Cartoon Network. These shows were A.N.T. Farm at 2:30pm, Jesse at 3:00pm, Johnny Test at 3:30pm, and Billy and Mandy Wrath Spider at 4:00pm. There were various advertisements in between the shows. During the first hour of watching The Disney Channel, there were very few advertisements. However, after switching to Cartoon Network there were many commercials that aired. The total number of commercials was 37. These were mostly games, toys, and food. Boys were by far the most targeted audience on both channels with a total of 51%. Girls had a total of only 19%. Neutral commercials involving both boys and girls counted for a total of 30%. However, even in the neutral ads, it was clear that male characters were shown as more dominant than the female characters.

The highest numbers of total advertisements were gendered towards the male audience. The ads within the program Johnny Test mostly consisted of male games and toys. This is due to Johnny Test being a show aimed at the male children. With that being said, the advertisements within the show showed characteristics of the heroic character Johnny Test. The advertisements consisted mostly of toys that needed to be built, and were ultimately used to destroy a specific enemy. When there were female advertisements they were geared towards either baking ovens or sewing machines. This shows that women are to stay home while men can go out have fun and do adventurous things (Wong & Chan, 2008). Most speaking and decision-making roles are given to men. These advertisements impact the child’s mind and give them a perception of how a woman or a man should be in society. Studies show that over 70% of speaking characters are male while 29% are female. Moreover, over 80% of male characters are working while only 19.5% female characters are working (McSweeney, 2012).

Gender inequality has been presented in child television ads in different ways. There is an imbalance in gender differences in the ads and television programs targeted for children. Out of all the television ads targeted for children, 85% of them are gender-biased. A high percentage 55% is gendered towards the male audience while 30% are gendered towards the female. The other 15% is neutral because it targets both girls and boys and it is not gender-specific (Johnson & Young, 2002). However, most researchers say that neutral ads are male-dominated because of the voices and the male characters that have more roles compared to the female characters. These ads are well-differentiated using various directives and concepts that will attract the targeted audience. The ads are mainly for toys, games, and books. The marketers do all they can to ensure that they capture a large audience. Girls feel that male-gendered ads are sometimes better because they show heroic characters, have good music and seem to be more fun-filled. Tomboy girls feel that they enjoy male toys and games than the ones meant for girls. Various differences between the ads are emphasized trough voice-overs, colors, traits and environment of the ad.

Various traits are used to represent male and female gendered ads. This is because the marketers feel that girls want to identify and associate with different things from boys. Male oriented ads contain elements that emphasize action, destruction, competition, and control. Therefore, the ads show aggression, competitiveness, power, noise, deep masculine voices, strength, and speed. Moreover, the boy’s ads seem to show outdoor games, activities, and toys that can be used to destroy an enemy. The background music usually consists of loud aggressive music. The colors used for the male-gendered ads are dark, more specifically blue and deep red. Female ads also have very specific traits.

The female-gendered ads have elements that show feelings of nurturing, inside activities, such as cooking or cleaning and have a sense of calmness. Toys and ads meant for girls present soft and warm elements in the ads and the items used. Girls are less active, safe, loving, and friendly and stay indoors. There's the presence of Hello Kitty with pink and purple colors, and soft music plays in the background. Beauty is a trait that is emphasized in female ads and the high-pitched sing-song voices are used for female voice-overs. Most of the roles given to girl characters are cooking, cleaning, caring for children, mother-baby role play, playing home with girlfriends and being beautiful (Johnson & Young, 2002). In male-gendered roles female characters are rare and if present they are in the background. Males are often presented in aggressive, active and antisocial activities while females are featured as dependent, inactive and sharing/caring activities (Wong & Chan, 2008). This is specifically true to neutral ads. Male characters are present in the neutral ads and are given the leading roles. The background voice-overs are typically male. This leads to suggestions of gender inequality.

Implications of gender inequality in children’s advertisements can lead to social problems associated with the family. When children see that women are portrayed in a specific way they begin to believe it is true of all women. This is also true when it comes to how men are portrayed in children’s advertisements. This becomes a problem when a child’s family is not what stereotypical advertisements say they should be. It can cause confusion for the child, or even hurt the relationship between parent and child. In today’s society, it is not common to find a stereotypical family. Men and women are seen as more equal today than they have been in the past. However, these commercials do not symbolize the reality of today. Making it extremely confusing for a child if their family does not fit that mold.

The symbolic perspective of sociology best describes how gender inequality in children’s advertisements can lead to social problems. The perspective relies on symbolic meanings. Which is what these advertisements are. Symbolic perspectives suggest that individuals use the symbols they see as a direct correlation of social interactions. So, when children see symbols or traits, such as, specific games that are gender-associated, they form those symbols into their reality. A child’s interpretation of these advertisements is then incorporated into their understanding of the world around them. Causing the stereotypes of gender roles to have a major influence on how children see their family, and genders in general.

In conclusion, advertisements on children’s networks play a large role in gender inequality. Within two hours of watching children’s programs on The Disney Channel and Cartoon Network, it was obvious that most commercials were gender orientated. The one’s geared towards males showed traits of aggression, destruction, and competition. The advertisements were loud and always had a male speaker for voice-overs. The ads geared towards females had much different gender aspects to them. These ads were quiet, calm, and indoor activities. Many of the female advertisements were toys that involved baking, sewing, and cleaning. They used soft music and a high-pitched female for the voice-overs. Even the ads there were neutral seemed to be male-dominated. Usually having male voice-overs and a higher number of boy actors than girls. These advertisements have created a discussion on gender inequality and social issues. The advertisements are capable of causing confusion for the child if their family does not fit with what they see on the ads. The symbolic perspective of sociology best describes how these advertisements change the child’s interpretation of the world around them. Overall, children’s televisions ads are gender insensitive and influence the child’s meaning of gender.

References

Gotz, M., (2008). Girls and boys and television: A few reminders for more gender sensitivity in children’s TV. International Central Institute for Youth and Educational Television (IZI), Germany. Retrieved http://www.bronline.de/jugend/izi/deutsch/forschung/IZI_Guidelines_WEB.pdf

Johnson, F. L & Young, K. (2002). Gendered voices in children’s television advertising. Critical Studies in Media Communication Vol. 19, No. 4, December 2002, pp. 461– 480 http://www.csun.edu/~vcspc00g/301/genderinkidsads-csmc.pdf

McSweeney, M., (2012), Gender equality in the media: The new social movement. The Air Space, August 12, 2012. Retrieved http://theairspace.net/insight/gender-equality-in-the-media-the-new-social-movement/

Valiulis, M, O’Driscoll, A and Redmond, J., (2007). An introduction to gender equality issues in the marketing and design of goods for children. Retrieved http://www.equality.ie/Files/

Wong, K & Chan, K., (2008), A gender portrayal of children’s television commercials in mainland China. Retrieved http://www.springerprofessional.de/spmblob/931588/bodyRef/017---a-gender-portrayal-of-childrens-television-commercials-in-mainland-china.pdf