Researchers claim that the sounds used in many toy commercials are influencing the way children perceive masculinity and femininity.
The team, from Queen Mary University of London, analysed dozens of toy commercials aired in the UK and discovered clear distinctions in the musical styles used in adverts.
Lead author Luca Marinelli said: 'The role of music in gender representation has been largely ignored, but our findings show that soundtracks are instrumental in shaping gender perceptions from an early age. Toy advert jingles are sexist and reinforce 'rigid gender norms', woke scientists claim. Pictured: the Bloopies Mermaids advert
A statement from the UK Committee of Advertising Practice in 2020 stressed the importance of tackling the broader implications of adverts that conform to or challenge gender norms.'It's not just about visual and verbal content – regulators must also consider the auditory dimension and how music perpetuates limiting stereotypes.'Music in toy commercials is just one piece of the puzzle, but it's a powerful one.
Pictured: the Paw Patrol Mission Cruiser advert
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