Research reveals music and soundscapes used in toy commercials are reinforcing rigid gender norms. — AFP
With dolls for girls and building sets for boys, toy ads are often accused of perpetuating sexist cliches. According to a study published in the journal PLOS One, these stereotypes are reflected not only in the images and language used, but also in the sounds and music featuring in these commercials.
A research team from Queen Mary University of London investigated the impact of toy ad soundtracks in conveying gender stereotypes. For the purposes of their study, the researchers analysed over 600 toy commercials broadcast in the Britain over the past 10 years. They observed striking differences between the music in ads targeting boys and those targeting girls.
