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The HTML5 Gendered Advertising Remixer - Jonathan McIntosh

Grades
6 to 12
  
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Do advertisers market to boys and girls differently? The answer is obvious: Yes! Beyond that, how does that affect children's development and society in general? This site does not...more
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Do advertisers market to boys and girls differently? The answer is obvious: Yes! Beyond that, how does that affect children's development and society in general? This site does not offer a specific answer to those questions, but can make distinctions between boy-girl-centric advertising painfully clear. It is a simple concept: run the audio portion of an ad targeting boys under the video of an ad targeted to girls, or vice versa. Then consider what this "mashup" now communicates. The directions ask you to drag and drop icons; do not drag them to the big open box in the center of the page. Instead, drop one ad on the "audio" icon, and the other ad on the "video" icon; the mashup plays in the middle. If you go to the home page for the project, there are other "mashups" available focused on certain kinds of toys and advertising. You can view in either HTML 5 or Flash.

tag(s): advertising (26), consumers (14), media literacy (109), psychology (65), sociology (23), women (152)

In the Classroom

One of the truisms about analyzing culture is that it is difficult to see the impact of cultural norms and practices from the inside. Students will probably agree that advertising targets boys differently than girls, but they may have serious difficulty considering what impact it has had on them. This site may help them see the subtle messages in advertising, and how those messages constrain or empower them. Project the mashups on an interactive whiteboard and then ask students how the audio changes the message on the video portion. Reverse the two and ask the same question. What does this say about the girls' gender roles? What does this say about boys' gender roles? What does this say about the impact of play on learning adult roles? Have student groups create digital "collections" of examples of gender-targeted ads using a tool such as Evernote (reviewed herehttp://www.teachersfirst.com/single.cfm?id=10550) or turn them into mosaics of ad images using Mosaic Maker (reviewed here). Note: Since students are specifically studying advertising and critiquing the ads, it would not be a copyright violation to add images as part of a media project to illustrate gender targeting.