Gender Representations in

Advertising

Adverts

Girls Adverts are centred around children and the

household, for example caring, cooking and looking after the family.

other ads are about make-up and hair which is to show girls how to looks nice and what society seems as acceptable for only females to wear make-up, moreover to condition girls in to thinking about how they look specifically how to change the way they look.

Colours used in the adverts are classed as feminine such as pink and purple as it is societies view of girl colours and are used often in products and clothes.

The adverts for girls are centred around domestic work

Boys They are of action and are dramatized to

make them seem more exciting, hence soldiers and weaponry are usually the centre, persuades the boys to fight, be competitive and aggressive.

Adverts for boys allows them into situations where they can take control and be creative for example Lego. In addition to this ads are lacking emotion apart which girls ads are shown, this is because the advertisements show boys from a young age they are in control as well as allowed to be creative by as well as destructive in the case of weapons and war based games.

Boys ads use action music and sequences as well as colours such as greens and blues to represent the gender ideal.

Boys ads are centred around construction for example architecture.

Moon sand Advert The advert for moon sand can be advertised for both genders by using different voice overs for

instance if something has a female voice then girls are more likely to buy it over if it was a male voice and the same for the opposite gender. The female voice for girls contrasts the male one as see sound feminine whereas the male has a louder voice as it is seen that boys are generally considered louder, this it to make the voices relatable to the children as well as represent a parent as many young girls and boys want to imitate their parents.

The colour used in each advert varied to represent gender as pink was used for girls as it is seen as feminine as well as deemed what girls typically like, in addition boys had browns and blues in their advert overall this is because children are shown that certain colours are for certain genders which are linked to how a toys is shown to let them know if the toy was made for their gender or not. The colour of the sand for the boys is just different shades of brown but the girls are given colours such as pink and purple, common colours that is addressed to females

The boys advert seemed quicker due to the fact that it was made to look more exciting whereas the girls had a softer approach this is because adults think the younger girls are more laid back and not wanting to have loud toys hence the more action based advert is for boys.

The content of the advert can be changed to target different genders for instance moon sand for boys was shown in a way that can be used for construction and building on the other hand the girls ad linked to mermaids and jewellery to target the female audience because this is what boys and girls are expected to like.

The music used in the adverts changes as the boys have music associated with action movies to make it dramatized and exciting whereas the girls have happy music to make the advert seem softer and not as aggressive, much like the voiceovers where the girls are classed as to liking things more feminine and boys louder.

The actors in the each advert are change as the same as the voice overs where the girls are on the girl avert and the same for boys, this is to make the toys seem wanted by their gender but also relatable because children will often play with others of the same gender.

Companies

Companies have the commitment to regulate their ads so they are not repetitive for children as they are still developing.

The money spent on adverts and the number produced is monitored, as well as in some countries there are bans on children's advert altogether as they see showing persuasive ads as damaging to their development.

What kind of commitment do the advertising companies have when it comes to advertising to young people (e.g. the money spent, numbers of adverts seen)?

Advertising- the activity or profession of producing advertisements for commercial products or services.

Product Placement- a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in films and television programmes. For example James Bond in all his movies would use devices made by Sony. They are things produced by a company which is used in film and videos. Product placement is when a branded product placed in film so a brand get recognized.

Product Placement and Advertising

What is the difference between advertising and product placement?

Rule and regulations

It is important to regulate what children are watching because they are still in the development process and minds still being conditioned by what they see, therefore things like harmful images shown in a war game should be restricted by certain media companies.

Watershed is a restriction on what people watch as well as certain channels only feature programmes suitable for the audiences ages

Children's channels also end at allocated times for example CBBC at 8pm this is to limit the time children are using and watching screens

Advertisements on websites can be monitored through parental locks and control, to stop harmful or adverts that are not age appropriate.

Why do you think that advertising to children (both boys and girls) is particularly important when it comes to rules and regulation?

Technology

Girls Girly- make-up games Barbie dress up Games design in women USA Less creative games. For

example role playing games

Boys Creative adventure War Building industry is some in

their games.

How is technology promoted differently between girls and boys? What outcomes does this kind of advertising have when looking at different employment statistics for women in the USA?

Overall the types of technology for girls and boys vary which impacts the career choices in the future, for example there are less woman in power and architectural due to the limited creativeness in games and technology they are exposed to, whereas males are the majority in the construction work because games highlight the building and creative aspect, in addition boys are conditioned by technology to be completive and want power hence effects them later in life, and woman struggle in industries which are male based.