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Analysis of Print Advertisements and Packaging of Toys

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Jqder M.
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  1. Outline
  2. If advertisements carry gender connotations
  3. If the above is true, if gender connotations is being portrayed in the print advertisement and packaging of toys of the advertised products
  4. Whether these gender patterns do affect human personalities
  5. Conclusion

We are delving into the analysis of print ads and packaging of toys. I intend to use content analysis method. This method objectively analyses whatever content you are trying to scrutinize in mass communication. I normally use content analysis method when trying to in the analysis of newspaper, magazine, internet, radio and television adverts. This method is also be used in the analysis of the subjective nature of the content of these adverts as explained by Graneheim & Lundman (2003). I intend to use various visual examples of toy adverts, website references, magazines, books and select sources to illustrate my point.

As a background, Goldstein (2003) found that playing with toys from the age of 18 months had a relation to the child's intelligence at the age of three. 40 separate studies concluded that playing increase a child's early development by 33%. Playing with toys does play a role in shaping children's gender development. Unfortunately, this is used in a way that what they prefer to play with is used to measure their gender development.

[...] Gamine Expedition, Sunday, July Retrieved from http://gamineexpedition.blogspot.com/2013/07/rebelle-rebelle-youve- torn-your-dress.html. Singer, J & Lythcott, M. A 2002, Fostering school success and creativity by sociodramatic play in the classes. Research in the schools p. 41?50. Smithers, R 2013, Marks & Spencer agrees to gender-neutral toy packaging. Guardian Newspaper, Tuesday 17 December 2013. Retrieved from ttp://www.theguardian.com/money/2013/dec/17/marks-and-spencer-gender- neutral-toys Wood, W., & Eagly, A. H 2002. A cross-cultural analysis of the behaviour of men and women: consequences for the origins of sex disparities. Psychological news 701?727. [...]


[...] Analysis of Print Advertisements and Packaging of Toys Outline I. If advertisements carry gender connotations II. If the above is true, if gender connotations is being portrayed in the print advertisement and packaging of toys of the advertised products. III. Whether these gender patterns do affect human personalities. Analytic approach adopted and selection of data We are delving into the analysis of print ads and packaging of toys. I intend to use content analysis method. This method objectively analyses whatever content you are trying to scrutinize in mass communication. [...]


[...] Inevitably, toy manufacturers would want to make use of such information in the making of gender specific toys. So what are these gender specific toys and how are they packaged? I made a search of best toys for children. The top selling toy for 2-year-old boy's in retailer Fat Brain Toys is ?Monster Bowling'. It was in 4th place in the girls' category for the same age. A cursory glance at it (appendix, fig. and you notice the use of striking visual colour and the choice of a scary name for the product. [...]

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