Colin Won't Drink out of a Pink Cup

Mitra, Barbara; Lewin-Jones, Jenny

doi:10.1002/9781118114254.ch23

Cited by 7 publications

(5 citation statements)

References 31 publications

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“…Several studies seem to agree upon the notion that boys are much less likely to cross gender lines, which in turn prompts marketers to apply a masculine style to mixed audience commercials [19,20,97]. Interviews with children reflect this tendency with regard to colour coding, where a "rejection of pink by boys was stronger than any positive liking for pink expressed by the girls" [20]. In our data, this is exemplified by the overrepresentation of masculine voices in mixed audience commercials.…”

Section: Discussionsupporting

confidence: 70%

“…Answering RQ1, both music-focused perceptual ratings and multimodal emotion ratings appeared to be consistently organised with mixed audience commercials showing in-between values, and masculine and feminine adverts at the two extremes (Tables 2, 3). Several studies seem to agree upon the notion that boys are much less likely to cross gender lines, which in turn prompts marketers to apply a masculine style to mixed audience commercials [19,20,97]. Interviews with children reflect this tendency with regard to colour coding, where a "rejection of pink by boys was stronger than any positive liking for pink expressed by the girls" [20].…”

Section: Discussionmentioning

confidence: 99%

“…Girls are socialised from an early age into accepting a masculinised style in media that is supposedly aimed at both genders. This appears to introduce children to a wider discourse of dominant masculinity in the media [20].…”

Section: This Studymentioning

confidence: 99%

“…Traditional gender discourses of masculinity as action-oriented and femininity as passive are clearly echoed throughout the above-mentioned synergistic design choices. In fact, such traditionalistic view has been consistently found in advertisements aimed at children, not only encoded in music and sound, but also in language, transitions and camera work, setting, interactions, activities, and colours[10,[13][14][15][16][17][18][19][20][21]. The resulting multimodal genres are in this sense schema-reinforcing[63, p. 106-107], thereby fulfilling normative functions.…”

mentioning

confidence: 99%

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A Multimodal Understanding of the Role of Sound and Music in Gendered Toy Marketing

Marinelli,

Lucht,

Saitis

2024

Preprint

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Literature in music theory and psychology shows that, even in isolation, musical sounds can reliably encode gender-loaded messages. In fact, musical material can be imbued with many ideological dimensions and gender is just one of them. Nonetheless, studies of the gendering of music within multimodal communicative events are sparse and lack an encompassing theoretical framework. The present study attempts to address this literature gap by means of a critical quantitative analysis of music in gendered toy marketing, which integrated a content analytical approach with multimodal affective and music-focused perceptual responses. Ratings were collected on a set of 606 commercials spanning over a ten years time frame, and strong gender polarisation was observed in nearly all of the collected variables. Gendered music styles in toy commercials were found to exhibit synergistic design choices, as music in masculine-targeted adverts was substantially more abrasive---louder, more inharmonious, and more distorted---than that in feminine-targeted ones. Toy advertising music appeared thus to be deliberately and consistently in line with traditional gender norms. In addition, music perceptual scales and voice-related content analytical variables were found to explain quite well the heavily polarised affective ratings. This study presents an empirical understanding of the gendering of music as constructed within multimodal discourse, reiterating the importance of the sociocultural underpinnings of music cognition. We provide a public repository with all code and data necessary to reproduce the results of this study at github.com/marinelliluca/music-role-gender-marketing.

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Section: Discussionsupporting

confidence: 70%

Section: Discussionmentioning

confidence: 99%

Section: This Studymentioning

confidence: 99%

mentioning

confidence: 99%

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A Multimodal Understanding of the Role of Sound and Music in Gendered Toy Marketing

Marinelli,

Lucht,

Saitis

2024

Preprint

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“…Kada govorimo o kontekstima u kojima se rodovi predstavljaju u totalu najveću zastupljenost ima sfe-ra zabave, druženja i opuštanja (35 od 94 reklame), zatim brige o sebi (31). Slede priprema hrane ( 12 ), održavanje domaćinstva ( 9) i briga o deci ( 5 ).…”

Section: Rezultatiunclassified

Gender representations in advertising narratives in the Republic of Serbia

Ocokoljić¹

2022

Marketing

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Perceptions of gender roles are a result of socialization processes happening under the influence of diverse cultural factors. One of the strongest shaping forces in that context are mass media, and within them, advertising. In the executed research it is treated as a domain actively participating in the creation of cultural gender normative. Key research question is focused on gender representations in advertising. An ad is treated as a cultural text transferring not only commercial, but also wider cultural meanings. Content analysis applied to the selected advertising content broadcasted in the Republic of Serbia showed that quantitatively larger representation and visibility of women does not necessarily mean their actual greater significance. Some traditional patterns are changing. Other however are persisting. In areas like family, household and children care, advertising practices are evolving. More content shows both genders working together (caring for children, preparing food etc.). Men are represented as more active participants of family life. On the other hand, traditional pattern of representing women in the context of the body, beauty, physique is not changing much. They are more frequently in decorative and passive roles which is a dimension of representation nonexistent with men.

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Children Heroes

Gould,

Nairn

2023

Encyclopedia of Heroism Studies

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Colin Won't Drink out of a Pink Cup

Cited by 7 publications

References 31 publications

A Multimodal Understanding of the Role of Sound and Music in Gendered Toy Marketing

A Multimodal Understanding of the Role of Sound and Music in Gendered Toy Marketing

Gender representations in advertising narratives in the Republic of Serbia

Children Heroes

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