Media tagged Gender

Girls and Boys Superman Pajamas at Target

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These boys and girls children’s pajamas were sold at Target in 2014. Both have the superhero Superman’s emblem on the chest, but one is black with grey and white stripes and has the words “Future Man of Steel” printed in bold black lettering, whereas the other is light pink with grey stripes and has the message, “I Only Date Heroes” printed in glittery silver lettering.

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Girl Toys Wordle

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This "word cloud" was created a writer named Crystal Smith and posted on her blog "The Achilles effect". The author analyzed 32 different commercials from several leading toy brands marketed toward girls -- including Zhu Zhu Pets, Zhu Zhu Babies, Bratz Dolls, Barbie, Moxie Girls, Easy Bake Ovens, Monster High Dolls, My Little Pony, Littlest Pet Shop, Polly Pocket, and FURREAL Friends. She then created this image based on the 432 words that were used in these commercials. The larger the word in the "word cloud", the more often it is used.

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Gisele Bundchen in Under Armour's "I Will What I Want"

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Supermodel Gisele Bundchen is featured in a 2014 women-focused Under Armour ad campaign series called “I Will What I Want.” Gisele’s athleticism and focus are demonstrated through the commercial, which shows her kickboxing and sparring with a punching bag while comments and criticisms about her flash up on the walls around her.

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Gold Bond Men’s Lotion ad: “Bees & Honey”

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This 2015 commercial for skincare brand Gold Bond features retired professional basketball player Shaquille (Shaq) O’Neal advertising Gold Bond Ultimate Men’s Essential Lotion. The ad starts with a closeup of Shaq holding the lotion, saying, “Think of Gold Bond’s Men’s Lotion as honey…” The camera zooms out as three women walk towards him, and he says, “…and here come the bees. Bzzzz.” The ad ends with another closeup of Shaq saying, “Man up with Gold Bond.”

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GoldieBlox and Rube Goldberg “Princess Machine” ad

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This 2103 advertisement is for GoldieBlox, a toy company that makes engineering toys for girls with the mission of getting girls building. The company was founded by Debbie Sterling, a Stanford University trained mechanical engineer who wanted to “disrupt the pink aisle” and provide girls with more options for toys beyond dolls and princesses. The ad shows three girls watching a stereotypically girly and pink television advertisement with unimpressed looks of boredom and inability to relate on their faces. The background music changes as the girls grab tool belts, hardhats, and safety goggles, and are then shown participating in a complex Rube Goldberg “Princess Machine,” where a series of deliberately engineered chain reactions turn objects from the inside and outside of the house into a fun, complex contraption used to ultimately change the channel from the stereotypical tv commercial at the beginning of the ad. The new commercial the girls see shows Goldie the cartoon character from GoldieBlox who is a kid inventor that loves to build, and advertises the company’s engineering toys with the tagline, “toys for future engineers.” The video ends with the three girls in the living room where they started, wearing the tool belt, hardhat, and safety goggles and standing with arms crossed and expectant looks on their faces.

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