How Sound Shapes Perceptions of Gender in Children’s Advertising

by Jon Scaccia November 15, 2024

Imagine walking down the toy aisle at your local store. On one side, pink boxes feature smiling princesses, soft melodies, and sing-song voices. On the other, blue packaging showcases roaring trucks, aggressive rock beats, and deep, commanding voices. These stark differences may seem innocent, but research shows they reinforce rigid gender norms in powerful ways—starting with the music.

A study published in PLoS ONE delves into how sound and music in toy commercials perpetuate traditional gender stereotypes. Analyzing 606 ads over a decade, researchers found that gender-targeted music doesn’t just sell toys—it shapes how children view themselves and others. The implications are profound, touching not only childhood development but broader societal perceptions of gender.

The Sounds of Stereotypes: What the Study Revealed

Masculine Ads: Loud and Abrasive

Music in ads targeted at boys leaned into “abrasive” qualities: louder, more distorted, and disharmonious. These soundscapes were dominated by aggressive, growling male voices and heavy beats, creating an atmosphere of action and dominance. According to the study, this reflects and reinforces the traditional view of masculinity as tough, energetic, and even combative.

Feminine Ads: Soft and Harmonious

In contrast, commercials aimed at girls used softer, melodic tunes with soothing vocals—often sung by women or children. These sounds conveyed calmness, beauty, and tenderness, mirroring societal expectations of femininity as gentle and nurturing.

Mixed Audiences? Mostly Masculine

You might think ads aimed at all children would strike a balance, but researchers found they leaned masculine. Male voices dominated these commercials, suggesting that “neutral” often defaults to masculine, sidelining more inclusive representations.

Why It Matters: Real-World Implications

Sound in advertising doesn’t just sell products—it molds perceptions. Studies show that repeated exposure to gendered messages in childhood impacts emotional development, self-esteem, and even career aspirations.

• Emotional Impact: Boys exposed to aggressive soundscapes may associate masculinity with dominance and emotional restraint, while girls exposed to soft, harmonious music may internalize stereotypes about passivity and beauty.
• Behavioral Patterns: These soundtracks act as blueprints, teaching children what society expects based on their gender. This shapes play patterns, friendships, and future choices.
• Societal Norms: By reinforcing these dichotomies, toy ads contribute to a culture where crossing gender lines feels taboo—limiting opportunities for self-expression and equality.

Behind the Scenes: How Stereotypes Are Engineered

This isn’t just accidental. The study found that advertisers make deliberate design choices to align music and sound with traditional gender norms. These choices are part of a broader strategy to cater to perceived preferences, creating a self-fulfilling cycle: companies design products based on stereotypes, children internalize those stereotypes, and demand reflects these reinforced patterns.

Breaking the Cycle: A Path Forward

If toy advertising shapes how children see gender, it also offers an opportunity to challenge stereotypes. Here’s what can help:

• Inclusive Soundtracks: Ads can use neutral or mixed soundscapes, ensuring all children feel represented.
• Regulations: Policymakers could extend guidelines against harmful stereotypes to include auditory elements in advertising, building on successes like the UK’s 2019 ban on overtly gendered ads.
• Parental Awareness: Parents can counterbalance commercial messaging by exposing children to diverse toys, music, and role models.

Reimagining the Toy Aisle—and Beyond

What if we turned the volume down on stereotypes? Imagine commercials where all children see themselves in a variety of roles—regardless of gender. The music would be as diverse as the children watching, inspiring creativity, kindness, and collaboration.

This isn’t just about toys; it’s about a world where every child can dream beyond the limits of a label. By rethinking how we use sound and music in advertising, we can create an environment where children grow up free to be their authentic selves.

What Do You Think?

• Have you noticed how sound and music in ads influence perceptions of gender?
• What steps can parents, educators, or companies take to break these patterns?

Share your thoughts in the comments and help spark a conversation about making advertising—and society—more inclusive.