IB English B Extended Essay (EE) Grade A (32/36)

Chapter 1: Introduction 1.1 Gender stereotypes and toy advertisements

Gender stereotypes are oversimplified concepts whereby males and females have different characteristics and roles based on gender.1 The ideas vary with biological and environmental factors, including society and culture. The deeply ingrained stereotypes in childhood often continue into adulthood.

As children grow, their understanding of traditional gender stereotypes is heavily influenced by mass media, such as television, magazines, and newspapers.2 Media serves as social agents that convey powerful messages about what role is expected to be appropriate for each gender. Toy advertisements, in particular, are one of highly gender typed media factors that affect the audience in early childhood.3 Toy commercials employ marketing strategies differently designed for boys and girls. For example, they differentiate audiovisual factors such as colors, music, and languages according to their targeted gender.4 Parents who watch these advertisements buy their children toys that match the targeted gender.5 As a result, this significantly contributes to kids’ understanding of gender role stereotypes.