The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website
The Gender Marketing of Toys: An Analysis of Color and Type of Toy on the Disney Store Website
复制标题
DOI：
10.1007/s11199-012-0177-8
复制
发表时间：
2012-10-01
期刊：
影响因子：
3.8
通讯作者：
Mansbach, Claire S.
中科院分区：
文献类型：
--
作者：
Auster, Carol J.;Mansbach, Claire S.
本研究的目的是检验1)互联网上玩具的性别营销在多大程度上重复了以前关于玩具性别的研究结果，以及2)“男孩和女孩”玩具（以前被忽视的玩具类别）在多大程度上与“只卖男孩”或“只卖女孩”的玩具共享特征，如玩具的颜色和类型。样本包括410种男孩玩具和208种女孩玩具，包括91种同时出现在美国迪士尼英文商店网站上的玩具。迪士尼商店网站上的玩具营销很重要，不仅因为电子商务的增长，还因为这家公司在儿童娱乐行业的全球主导地位。表格分析和卡方分析显示，在这个美国网站上，颜色大胆的玩具，主要是红色、黑色、棕色或灰色的玩具，以及那些是动作人物、建筑玩具、武器或小型车辆的玩具是“仅限男孩”的典型玩具。色彩柔和的玩具，主要是粉红色或紫色的玩具，以及那些娃娃、美容、化妆品、珠宝或“仅限女孩”的家常型玩具。大多数“男孩和女孩”的玩具在类型上大多是“中性的”，但它们在颜色上与“男孩专用”的玩具相似，大概是为了吸引男孩，因为男孩比女孩更不容易跨越性别界限。讨论了玩具性别对个体的潜在影响，以及本研究的局限性和对未来研究的建议。
The purpose of this study was to examine 1) the extent to which the gender marketing of toys on the Internet replicates findings of previous studies of the gendering of toys, and 2) the extent to which toys for "both boys and girls", a previously overlooked category of toys, share characteristics, such as color and type of toy, with toys marketed for "boys only" or for "girls only". The sample consisted of the 410 toys listed for boys and the 208 toys listed for girls, including 91 toys that appeared on both lists, on the English language U.S. Disney Store website. The marketing of toys on the Disney Store website is important not only because of the growth in e-commerce, but also because of this company's global domination of the children's entertainment industry. Tabular analysis and chi-square revealed that bold colored toys, predominantly red, black, brown, or gray toys, and those that were action figures, building toys, weapons, or small vehicles typified toys for "boys only" on this U.S. website. Pastel colored toys, predominantly pink or purple toys, and those that were dolls, beauty, cosmetics, jewelry, or domestic-oriented typified toys for "girls only". A majority of toys for "both boys and girls" were mostly "gender-neutral" in type, but they resembled toys for "boys only" in terms of their color palette, presumably to appeal to boys, who are less likely to cross gender lines than girls. The potential impact of the gendering of toys on individuals as well as limitations of this research and suggestions for future research are discussed.