Introduction

Use the Internet to find a website for a clothing store, or consider a store you have visited. Click through the website and explore. What website did you choose? What do you notice? Is the clothing gender-specific? How are the clothes organized? How is each section similar to or different from the other? Take some time to record your observations.

Defining gender bias

How would you define “bias”? How would you define “gender”? Based on your definitions of bias and gender, how would you define “gender bias”?

What causes gender bias? Gender stereotypes and gender-oriented prejudice create and/or contribute to gender bias. As we’ll discover in this lesson, advertisements can reinforce gender stereotypes and behaviours, which are particularly harmful when they influence how people behave and present themselves.

Think about a time when you have experienced and/or encountered gender bias in your own life. How did it make you feel? What did you do about it?

Task 1: Identifying gender stereotypes

Let’s examine two advertisements. How do they reinforce or challenge gender stereotypes?

In the first advertisement (or ad), there is a picture of a little girl playing with a dollhouse. The little girl is sitting in front of the dollhouse, looking back at the camera. The ad, it says, “In every dollhouse is a little girl’s dream.”

The second advertisement shows a little boy, dressed in a red shirt, kneeling on the floor of a playroom, playing with a train set. The ad says, “All aboard for big adventures.”

• How do these advertisements reinforce gender stereotypes?
• What message does the first advertisement convey to boys and girls?
• What message does the second advertisement convey to boys and girls?
• Who do you think is producing these advertisements?
• How could we adjust the ads to make them more inclusive?

Task 2: Exploring gender-neutral ads

Let’s explore examples of gender-neutral ads. What do you notice? How are they similar/different to the first ads we saw? What makes these ads gender neutral? If possible, analyze the ads with a partner. You can record your responses using a method of your choice.

Unlike the other ads we’ve explored, these ads are not marketed to a person’s gender. This means, the activities advertised in these ads do not conform to traditional genre roles or interest. Take for example, the image of the children playing soccer. Typically, ads for sports and sport equipment might only portray boys or men in their commercials. However, this image portrays both boys and girls engaged in a soccer game.

These ads do not operate under the assumption that the potential consumer is making a purchasing decision based on their gender and therefore it does not turn away any individuals who perhaps don’t conform to traditional gender roles or gender interests. What other observations did you make?

Task 1: Removing bias

Choose one of the following printed advertisements:

The first advertisement is an advertisement for a doll. A little girl is sitting by a Christmas tree with several unwrapped presents around her. She is holding a doll and has a big smile on her face. The ad says, “The best gift a girl could ask for.”

The second is an advertisement for jeans. It features two boys running on a sidewalk in a residential neighbourhood They are both smiling and wearing jeans. It is a bright and sunny day. The ad says, “Pants that don’t hold you back.”

Once you have selected an advertisement, reflect on the following questions:

• How does this advertisement perpetuate gender stereotypes? How could it be adjusted to be gender neutral?

You are going to recreate the advertisement. Your aim is to eliminate any gender stereotypes that are present while keeping the purpose of the ad intact.

Think about:

• the colours used
• the characters present in the advertisement
• the words, phrases, and/or slogans used
• the stereotypes and/or underlying messages that this advertisement portrays

Reflection

As you read through these descriptions, which sentence best describes how you are feeling about your understanding of this learning activity? Press the button that is beside this sentence.

Now, record your ideas using a voice recorder, speech-to-text, or writing tool.

Press ‘Discover More’ to extend your skills.

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