The Equality Authority has launched a publication on gender issues in the marketing and design of goods for children. The ‘Introduction to Gender Issues in the Marketing and Design of Goods for Children” was launched by poet and author Éilís Ní Dhuibhne
“We have received complaints from children and adults about confectionery being marketed as ‘Not for girls’, school going equipment bearing the message ‘Boys are stupid, throw rocks at them’ and merchandise for children bearing the ‘Playboy’ symbol” stated Niall Crowley, CEO of the Equality Authority. “This has informed our focus on advertising as a medium communicating gender stereotypes and in particular the communication of gender stereotypes to children”.
The publication highlights a pervasive and thorough gender stereotyping in the marketing and design of goods to children.
Gender stereotyping is found to be deeply embedded at all levels of the marketing process. It is identified in:-
- the language used. The text, for example, that accompanies the girl’s products describes the product and does not engage with the children shown. The text directed at boys is different in tone and intent-actively engaging the children and affirming the active potential of the boys.
- the symbols used. The use of blue and pink to communicate gender appropriateness of toys is instantly recognisable in most toy catalogues, for example.
- the production techniques used. Examples given include the predominance of male voice-overs and the use of different camera angles for girls and boys. The tilt up angle is most common in advertisements depicting boys and the tilt down angle in those depicting girls.
- the use and portrayal of space in both visual and print advertising. Boys are depicted using products outdoors whereas girls were predominantly shown playing indoors. Separate sections are reserved in shops for girls and boys in accordance with the supposed gender appropriateness of the toys being sold.
The overall impact identified is a gender stereotyping where
- boys are portrayed as independent, active and aggressive
- girls are portrayed as dependent, passive and nurturing.
“These stereotypes limit the roles played by girls and boys, they diminish the choices open to boys and girls, and they shape societal expectations of girls and boys” stated Niall Crowley. “These are stereotypes that reflect a male dominance and can all too easily be linked to the significant and persistent inequalities for women in the workplace, in accessing decision making and in taking on caring responsibilities”.
Equality legislation prohibits discriminatory advertising under the Equal Status Acts
The “Code of standards for advertising, promotional and direct marketing in Ireland” is highlighted in the publication. This states that “Marketing communications should respect the principle of equality between men and women. They should avoid sex stereotyping and any exploitation or demeaning of men and women”.
Niall Crowley stated that the Equality Authority “looks forward to working with the Advertising Standards Authority for Ireland in implementing this important standard. The wider advertising industry should develop initiatives to ensure this standard is realised in practice. In this an advertising process is needed that challenges gender stereotypes rather than communicating and reinforcing them. We look forward to supporting them in this”.
The publication was prepared for the Equality Authority by Maryann Valiulis, Aoife O’Driscoll and Jennifer Redmond of the Centre for Gender and Womens’ studies in Trinity College Dublin
ENDS