Toy advertising jingles are sexist and reinforce ‘rigid gender norms’, woke scientists claim.
Researchers claim that the sounds used in many toy commercials influence the way children perceive masculinity and femininity.
The team from Queen Mary University of London analyzed dozens of toy commercials broadcast in Britain and found clear differences in the musical styles used in ads.
In advertisements aimed at boys – for example, advertisements for water guns – the soundtracks were often louder, more abrasive and distorted, reinforcing the notion of masculinity through louder sounds.
Meanwhile, ads targeting girls with toys such as dolls or mermaids featured softer, more harmonious music, reinforcing traditional associations with femininity.
Lead author Luca Marinelli said: ‘The role of music in gender representation is largely ignored, but our findings show that soundtracks play an important role in shaping gender perceptions from an early age.
‘These synergistic design choices are not accidental; they are purposefully aligned with deeply ingrained gender norms.”
Do you find the songs in toy commercials offensive? Scroll down to the box at the bottom of the article to find out more.
Toy advertising jingles are sexist and reinforce ‘rigid gender norms’, woke scientists claim. Pictured: the Bloopies Mermaids ad
In commercials aimed at boys, the soundtracks were often louder, more abrasive and distorted, reinforcing the idea of masculinity through louder sounds. Pictured: The NERF Ultra One motorized blaster ad
The findings come at a time when advertising regulations in Britain are evolving to tackle harmful gender stereotypes, the researchers said.
A 2020 statement from the UK Committee of Advertising Practice highlighted the importance of addressing the wider implications of advertising that conforms to or challenges gender norms.
“Our findings reinforce the need for more comprehensive regulation,” Mr. Marinelli said.
‘It’s not just about visual and verbal content; supervisors must also consider the auditory dimension and how music perpetuates limiting stereotypes.
‘The consequences of these early reports are far-reaching.
‘Music in toy commercials is only one piece of the puzzle, but it is a powerful piece.’
The study also delves into the historical and cultural roots of the gendered associations between certain instruments and gender identities.
For example, harps are often seen as feminine due to their historical association with women in 18th-century French salons, while drums, long used in warfare, are stereotypically linked to masculinity.
Researchers claim that the sounds used in many toy commercials influence the way children perceive masculinity and femininity. Pictured: The Paw Patrol Mission Cruiser ad
The findings come at a time when advertising regulations in Britain are evolving to tackle harmful gender stereotypes, the researchers said. Pictured: the Hatchimals ad
“It’s not just ‘pink for girls and blue for boys,’” Mr. Marinelli added.
“When you add music and sound effects to the mix, you significantly amplify the gendered messages.”
Senior author Dr Charalampos Saitis said: ‘Gender music in advertising not only influences the way toys are marketed, it shapes the affective experience of the advertising itself.
“Children receive these messages on multiple levels, and the emotional impact of the music reinforces the gender binary in subtle but powerful ways.”
The findings were published in the journal Plos One.