Dolls and gender representation speeches: analyzing advertising pieces of a Brazilian logo

Abstract

This article presents an investigation into the social representation of the doll, exploring a socialization that emphasizes the division of gender roles, that is, the role of women linked to the role of mother, caregiver, sustaining asymmetrical power relations that influence the play and games. The study was based on advertising pieces for dolls broadcast on the Youtube channel “Brinquedos Estrela” in the last 10 years. 20 advertising pieces were analyzed, published on the Youtube page “Brinquedos Estrela”. The analysis focused on the following items: description of the actresses/actors, predominant colors, accessories, setting and gender orientation. A qualitative methodology was used, focusing on the production and placement of advertising pieces. Considering that, it was possible to perceive that toys can interfere with the representations that children make about the social and cultural world in which they are inserted due to the fact that they encourage pre-established standards in gender relations and reproduction of social roles.