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7 Comments

  1. 1

    Holden Back

    Turn the television off.This stuff only works if you look at it.

    Reply
  2. 2

    Doctor Whom

    I learnt the other night whilst watching QI with Stephen Fry (one of a few programs that give me hope for TV – the other is Inspector Rex) that pink was originally a colour for boys until around the 1900 and even as late as 1920. So even culturally determined stuff changes radically at times.

    My daughter at a very young age would wear nothing but pink. So much so that at one stage she had a pink tutu, fairy wings, stockings and ballet shoes and a pink wand – all pink and wore them for two weeks. To kinda, down the street, to bed until they were so grubby they had to be peeled off.

    Others were horrified we let her wear pink. We were pretty sanguine about it. Now those same people are a bit horrified shes a self described radical feminist lesbian.

    I’m not sure that there is a lot of evidence that the advertising works. (the old cliche is about half of the spend on advertising works – now if we could only figure out which half)

    I can remember case studies showing that some firms sponsorships of sports teams,mostly male, was linked to directors and CEOs interests and had bugger all to do with return for $$. That is if directors and CEO were male sports fans then they could come up with figures to justify sports sponsorship – when the directors or CEO changed and sponsorship was dropped the bottom line often improved rather than slumped.

    I’d be willing to bet that you can get a bigger discount on a pink notebook than a shiney black one. The pink market will be small and intense niche and they’ll be hard to shift.

    The stereotypes are there in health campaigns too – breast cancer etc.

    Then look at the stereotypes in media and health campaigns about anyone over 50 – silver haired couples all retired comfortably in well tailored tracky dacks and on the beach – who are these people?

    Reply
  3. 3

    Holden Back

    Wow, I didn’t realise radical feminist lesbians were still being made!

    Reply
  4. 4

    Doctor Whom

    Its a work in progress she tells me

    Reply
  5. 5

    Doctor Whom

    In Western culture, the practice of assigning pink to an individual gender began in the 1920s.[6] From then until the 1940s, pink was considered appropriate for boys because being related to red it was the more masculine and decided color, while blue was considered appropriate for girls because it was the more delicate and dainty color, or related to the Virgin Mary.[7][8][9] Since the 1940s, the societal norm was inverted; pink became considered appropriate for girls and blue appropriate for boys, a practice that has continued into the 21st century.[1

    From wiki no less:
    6 Zucker, Kenneth J. and Bradley, Susan J. (1995). Gender Identity Disorder and Psychosexual Problems in Children and Adolescents. Guilford Press. p. 203. ISBN 0898622662.

    Reply
  6. 6

    Doctor Whom

    ^ Orenstein, Peggy. “What’s Wrong With Cinderella?”, The New York Times Magazine, 24 December 2006, retrieved 10 December 2007. Orenstein writes: “When colors were first introduced to the nursery in the early part of the 20th century, pink was considered the more masculine hue, a pastel version of red. Blue, with its intimations of the Virgin Mary, constancy and faithfulness, was thought to be dainty. Why or when that switched is not clear, but as late as the 1930s a significant percentage of adults in one national survey held to that split.”

    Reply
  7. 7

    Tania

    Naomi Wolf made an interesting argument re: engendering (pardon the pun) of gender stereotypes at a recent Conference (http://www.abc.net.au/rn/lifematters/stories/2010/2891053.htm). Her basic message was that the mass media is shaping what we perceive as the ‘ideal’. She argued that historically, when women are about to get a giant portion of freedom there is a backlash in the form of images of beauty e.g. when women got the vote in the 20s, the body shape that was ideal immediately changed (curvy to skinny). These ‘ideals’ change the way in which women perceive themselves and in which society perceives them and also extends to the way in which women are perceived and treated by men. This is not unique to women though, and increasingly males are also being affected by what society perceives as the ‘ideal’. I’m not saying that it is all the media’s fault, it clearly is not, but images of beauty and the ideal (both positive and negative) that are portrayed by the media contribute to the creation of societal gender stereotypes. I mean you only have to look at other countries in which the media is noticeably absent to know that this issue is much broader than the media and that there are broader societal determinants at play here. But the media has to accept at least some form of responsibility for engendering stereotypes in modern Western society.

    As Todd Sampson (The Gruen Transfer; CEO Leo Burnett Ad Agency) recently pointed out, the only safe ‘gender stereotype’ bet for advertising these days is the stupid, middle-aged white male – for some reason everyone gets a laugh and noone seems to get offended…yet….

    Reply

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