Gendered Commercial Analysis: You have been tasked with creating a tips and strategies handbook/infographic for a toy manufacturer. This company wants to know which features attract girls more, which features attract boys more, and which features are gender neutral. To do this, you will need to watch 9 commercials (3 typical boy commercials, 3 typical girl commercials, and 3 gender neutral commercials.) Then using the coding sheet posted on Blackboard, content analyze the key aspects of each set of 3 commercials and determine quantitatively which features show up the most in each set of commercials. Using this data and research evidence, create your handbook/infographic for the toy manufacturer, as well as a one-page critique of the tips/strategies you found that may perpetuate gendered behaviors/attitudes. Coding Sheets: Summarize in one-page bullets the data you compiled from coding you 9 commercials. /5 1. Provides specific information (e.g., percents, counts, patterns, themes) from coding sheets that differentiated the boy from the girl from the neutral commercials. /2 2. Provides a general description in 1 paragraph about why you decided to focus on these elements in your handbook/infographic. /3 Handbook/Infographic: Creates an appropriate professional handbook, infographic, or brochure document with their analysis derived from your coding sheets. This should be written in general terms so that the marketing professionals at the toy company will understand it. /15 1. Topics: The topics presented in the handbook/infographic/brochure are specific, grounded in your coding analysis, and intended to inform your audience (the toy manufacturer) about how to proceed. /3 2. Type: The way you convey the topics (e.g., handbook, brochure, infographic) supports the content you are presenting (i.e., they take advantage of the particular type/style of document.) /3 3. Objects: Objects, pictures, graphics, and/or samples are included that support, reinforce, or repeat the text in the created document so that your audience can easily and quickly understand the key points (Note. You might want someone outside of the class to take a look at your document to see if they get it) /3 4. Data Visualizations: Data included to back up objects/text (e.g., figures, numbers, charts) is clear and tied to your key points (e.g., using a pie chart or something like that). (Note. Be judicious in the use of data visualizations.) /3 5. Fonts/Colors/Design/Layout: Document is visually appealing with appropriate fonts, color schemes, etc. Color enhances the visibility of the key information. The document has a good visual layout, not too crowded, not too sparse. Most important information is clearly articulated with less important information taking more of a secondary role. (Note. This is a professional document and should be constructed that way.) /3 One-Page Critique. Write a 1-page, single-spaced, 11-point font critique (no spaces between paragraphs) where you analyze and critique the information in your handbook/infographic/brochure. Note. I am NOT asking you to critique how you arranged your information. Instead, I’m asking you whether the constellation of features you identify perpetuate (or not) gendered behaviors and attitudes. Think about how the commercials were created in terms of production techniques (i.e., look beyond the content or toy and think about the colors, the music, the action/pace of the commercial). This should be integrated entirely with research evidence. 1. /15 In selection of techniques for the toy manufacturer, you consider how boys and girls were independently depicted. What happened when they were in the same ads? How do these differences perpetuate stereotypes? How do they reinforce what is/isn’t appropriate for both genders (e.g., Are girls shown doing things more stereotypically male and is it because girls are allowed to be more flexible gender-rolewise?) (~ 1 paragraph) /5 2. You consider how gender stereotypes that kids see repeatedly in commercials influence typical thoughts about gender (what is/isn’t appropriate), beliefs about gender, behaviors appropriate to gender, and actions. You use specific examples from the commercials analyzed to support their argument. (~ 2 paragraphs max) /5 3. You consider explicit and implicit production techniques used in the ads and how their use contributes to implicit stereotyping (e.g., soft music, slow pace imply girls are less active; loud music, quick action suggest boys are more active). /5 Evaluation & Conclusion for One-Page Critique: What is the group’s overall summary of their critique? 1. You link your critique to the toy/commercial industry and stereotyping. 2. /8 /4 You make a suggestion as to ways to proceed more effectively that might break down gender stereotypes (Note. Think of the Always line of commercials for girls, or the “Free to be You and Me” movie from the 1970s; https://en.wikipedia.org/wiki/Free_to_Be..._You_and_Me). /4 Writing Style: Writing style should be clear and concise. The paper should be well-proofread with no grammatical or spelling errors. /3 References: Use literature and/or class notes to support critique. To obtain full points, need at least 4 sources (one point per source) cited in APA format. Note that one PPT lecture/video counts as one source even if cited more than once. /4 Final Grade: /50 GROUP #: _______________ GROUP NAMES: Gender and TV Toy Commercials Coding Scheme: Complete this for each commercial and submit via Blackboard with your handbook/infographic and one-page critique. Ad Description: What is the toy? What brand? Other relevant details Type of Toy (put a check in the correct box) Action Figures Construction/Building Transportation Dolls Stuffed Animals Pretend Play (specify type (e.g., kitchen, beauty/appearance)): Sports Equipment/Outdoor Play Arts & Crafts Technology Board Game Other, please specify: Character (check all that apply) Cartoon animal Cartoon people Real animal Real people Other, please specify: Gender/Number of Main Characters Males Females Mixed (give ratio of males to females) Other/Unsure GROUP #: _______________ GROUP NAMES: Setting for Commercial Indoors Outdoors Both Behavior displayed by Main Characters Competitive: characters show a strong desire to win a game/competition Nurturing: characters, coddle, feed, nurse, or take care of doll, animal, or other Aggressive: characters or toys shown battling, wrestling, or using physical force Athletic: character shown playing or using some form of physical talent/skill but not competing to win Dancing: moving along to rhythm of the music Pretend Play: not specified above, may be playing with dolls but not in nurturing behavior Other, specify: Voice-over done by? Male Female Other, specify: Production Techniques include pacing as indexed by number of shots and transitions. Transitions include cuts (clean break from one scene to the next with nothing in between) and dissolves (some kind of dissolving screen that fades into with no clear cut between shots). Indicate how many Pacing: fast, slow, moderate Cuts: few, moderate, many Dissolves: few, moderate, many Color Choices: what were the primary colors used throughout the commercial? Music: fast-paced, aggressive or gentle and soothing? Or something else? Size of groups: what was the average number of girls or boys (or both) featured in the commercial?
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