A couple of days ago we talked to you that there are still ads for toys for boys and girls, something that is evident shortly after we get in front of the TV or browse through any catalog of toys. In this advertising it is also evident that there is an important gap: Where are the fathers and mothers in toy ads?
If there are so many benefits to sharing time with our children (it seems that we have to talk about benefits to "sell" something so natural in these times), why not assume that it is the parents who share the time of games with children?
However, analyzing the television commercials it is confirmed that the presence of adults in this type of advertising is almost nil: only in the commercials of board games and electronic toys is it playing the role of father.
The data is extracted from a study entitled “Gender representation in advertising campaigns for toys at Christmas (2009-2012)”. Here it is evident that there are toys for boys and toys for girls, and that little ones play alone.
So not only gender roles that are against equality are perpetuated, but at the same time it is assumed that children play alone. And I do not mean that it is not a valid way of playing, since the individual game stimulates and entertains them, it is even necessary as part of self-learning and self-knowledge.
But we cannot reduce children's playtime to solo time. More than anything, because they are games that will end up focusing them on the screens, which do not develop the child's social competence or obtain many benefits from playing with others.
Who do children play with?
Those "others" are usually children in advertisements, but few parents. Children play accompanied by their friends. A reflection of real life, possibly.
To me It seems to me that years ago it was more frequent for children to appear playing with their parents in the ads (not as many years as the poster above), although it is also true that years ago there was much less publicity.
But I think, I hope, that it will be an "upward trend" soon: again parents with children. In the same way, the number of advertisements representing children playing together with the same toy increases, both in some television commercials and in some toy catalogs.
Maybe they are the "new times", now children look differently in society (they seem to bother anywhere: it is better to be quiet and playing alone in a corner), now the work is lengthened in the day in Endless days, now they play with the balls of the park and the parents were calmer. Although, is it really what we want? And most importantly, is it the best for our children?
It is often not easy to find time to play with them. Share time with them. But it's not about looking for the "quality time" trick. Let's share with them, a little bit a day for games (many other little moments for the rest, turning many activities into games), and let's extend the weekend playing with our children.
They settle for so little ... If we think about it, we don't even need toys, really. Do not be overwhelmed if there is not to buy this year what the child would like. What more, more, more like it is to play with you. I'm sure it would be the "I ask" favorite of the kids. The best gift for Christmas is us again.
But since we are in these dates, and as sure that they are going to continue buying toys, it is not bad to wish and imagine. Hopefully soon parents appear in the ads playing with their children, and I hope it’s not such an odd image by then…
