The analysis of the adverts on eight TV channels showed that, although many of them have messages that apply to both sexes, it was more frequent to see very separate values. In most of the adverts, cars and action heroes were associated with males, together with competitive values, individualism, power and strength. However, the female role was linked to beauty and motherhood as seen in adverts for dolls and accessories.
In the adverts studied, boys were offered more toys encouraging spatial skills, while girls were shown dolls and educational games. Also there was evident gender segregation in the voice-overs.
"Female voices predominated in adverts where girls appear , and male voices where only boys appear and also when both genders are shown," said Esther Martinez , researcher at the Rey Juan Carlos University.
In addition, any adult figures in adverts "only appear for board games and electronic toys, representing the father's role. However, a father is rarely shown playing action games," Martinez said. The authors concluded that, despite legal provisions, there are still toys that are very different for girls and boys.
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