Want to see, at a glance, a summary of the messages boys and girls get every day about our expectations for them? Crystal Smith at The Achilles Effect analyzed the words used in television ads marketing toys to boys vs. the words used to market toys to girls. It won’t take more than one look to figure out which is which.
Battle vs. love. Competition and violence for boys vs. cooperation for girls. Competence for boys vs. style for girls.
Marketers are not just selling toys; they are selling a world where boys are strong and forceful, and girlhood is much more about how you look than what you do. Whether toy manufacturers create these gendered expectations or simply reflect the values of the broader culture, the messages are powerful. The average kid watches hundreds of television ads every week, from toddlerhood through teen years.
So, how many dating violence prevention campaigns do you think we have to run to balance this out? How many posters in high schools about equality in relationships will it take? Is there any way we can prevent domestic violence when this is the landscape we’re working with?
