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Care Bears vs. Transformers: Gender Stereotypes in Advertisements

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Care Bears vs. Transformers: Gender Stereotypes in Advertisements

While traveling recently, I stopped at a fast food restaurant with my 6-year-old daughter. When we sat down at the table to eat, she disappointedly pulled a pink care bear out of her cheeseburger meal. When I asked her what was wrong she asked why the woman had given her a care bear when she wanted a transformer. She went on to explain to me that she liked boy’s toys because she was a tom boy. Why did the fast food worker assume that my daughter wanted the care bear? Why is the transformer considered a boy toy?

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    • admin: Here’s an interesting article from Science Daily. Not about gender advertisement, but about...
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    While traveling recently, I stopped at a fast food restaurant with my 6-year-old daughter. When we sat down at the table to eat, she disappointedly pulled a pink care bear out of her cheeseburger meal. When I asked her what was wrong she asked why the woman had given her a care bear when she wanted a transformer. She went on to explain to me that she liked boy’s toys because she was a tom boy. Why did the fast food worker assume that my daughter wanted the care bear? Why is the transformer considered a boy toy?

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    As sociologists, one of our (my wife and I) biggest pet peaves is gendered activities. These are activities where an individual is excluded from participation based on a superficial external sexual characteristic. You know the drill right? Only boys allowed! Only girls allowed. You can’t come in because you have a vagina. You aren’t allowed
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