Girls: unimportant, again

Weetabix are being sickening with their new Weetabix with chocolate advertisement.

“ persist pigeonholing kids into horrible narrow limiting junior-grade boxes, it’s 2013 and we still have to put up with this regressive stereotyping applesauce? Grow up, weetabix. Disappointed.” said MezzoPiana.

“Wow! Talk round sexual activity stereotyping! :s” exclaims sarferg82.

These were the two top comments on the YouTube video at the time of publishing and are indicative of what is being affix to Weetabix’s facebook page and on Twitter.

The – very – offending advertisement shows a brother and sister competing over who should have the perish Weetabix.

They compare how ‘busy’ their days will be.

The undersized girl plans to organize her dolls, pamper her dog, practise a team dance with her friends, and relieve in her diary, all in a haze of pinko and sparkles.

Her younger brother is dressed as a extremely hero and plans to spend the day disrupting his sister’s ‘ frolic’ in a crime-busting manner.

The sister brings the scene to a remnant stating “You’re right, your day is bigger than mine. But I’m bigger than you.”

So not only does the boy get to be a super hero, his day is also bigger and busier than the girl’s.

The gender stereotyping taking place in this advertisement is horrifying.

But it’s just an advertisement, right?

What’s the problem with a little stereotyping now and indeed?

A lot.

Research has shown that children imitate the actions and behaviours of same-sex models more readily than verso sex models.

It is also argued that television and advertising can be more influential than parents when it comes down to gender stereotypes. Simply by the virtue of the pervasiveness of it in our daily lives.

With this in mind, it really does depend what our children are exposed to, because it will influence how they feel about themselves.

Put very simply, this advertisement is telling girls that what they do is not as important as what boys do.

And they should love pink.

If that wasn’t bad enough, it then reinforces the social myth conception that size and power are more important than anything else.

Watch the advertisement a few times, and you beat to spot more worrying stereotypical snippets.

‘Dad’ lounging on the couch, watching the television clearly ignoring his dancing daughter.

The name ‘ jam’ in a heart as the girl – senile around 11 – writes “He looked at me today!”.

We should look more responsible advertising from this ‘family favourite’ and once garter of the Women’s British Open golf championships.

It is lazy and unconsidered marketing at best and potentially damaging at worst.

And of course, t present’s always the possibility that it’s little more than a cynical ploy to generate a buzz through its ham-fisted stereotypes.

Make yourself heard by contacting them here:

Tweeting them here @weetabix or growling on facebook.

 

Materials taken from Womens Views on News