News and Events => Arts & Entertainment News => Topic started by: Shana A on February 26, 2012, 08:31:50 AM Return to Full Version
Title: "Gendered Advertising Remixer" for Kids
Post by: Shana A on February 26, 2012, 08:31:50 AM
Post by: Shana A on February 26, 2012, 08:31:50 AM
"Gendered Advertising Remixer" for Kids
—By Luke Smith
| Fri Feb. 25, 2011 1:00 PM PST
http://motherjones.com/mixed-media/2011/02/gendered-advertising-remixer-jonathan-mcintosh (http://motherjones.com/mixed-media/2011/02/gendered-advertising-remixer-jonathan-mcintosh)
Are Disney princesses evil? Maybe not, but absurdly retro-gendered toy commercials might be. When boys' toy ads promote battle and girls' toy ads convey the importance of appearance, it's small wonder that even kids raised in neutral homes buy into gender-appropriate colors and behaviors.
Political remix artist Jonathan McIntosh created the "Gendered Advertising Remixer" to make the divergent messaging so obvious that kids can see through it themselves:
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Slick Web App Slaps Stereotypes by Remixing Toy Commercials
By Angela Watercutter
February 21, 2012 |
3:09 pm |
http://www.wired.com/underwire/2012/02/gendered-advertising-remixer/ (http://www.wired.com/underwire/2012/02/gendered-advertising-remixer/)
A handy web app called the Gendered Advertising Remixer mashes toy commercials together, tweaking the concept of "girls' stuff" and "boys' stuff" — with often-hilarious results.
"I think a remix video can be a simple and humorous way to expose the completely absurd levels of gender stereotyping found in many television commercials," said Jonathan McIntosh, the 32-year-old San Francisco "pop culture hacker" who created the app.
The Gendered Advertising Remixer, which comes in Flash and HTML5 versions, is a simple tool that allows users to pair audio from a commercial for a toy made for girls with video from an ad spot aimed at boys (or vice versa). The results are intended to help people break down "regressive embedded gender messages" in the advertising, McIntosh said in an e-mail to Wired.
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By Madeleine Davies
Feb 22, 2012 5:55 PM
Let's Swap the Audio for Girls' and Boys' Lego Commercials and See What Happens
http://jezebel.com/5887428/lets-swap-the-audio-for-girls-and-boys-lego-commercials-and-see-what-happens (http://jezebel.com/5887428/lets-swap-the-audio-for-girls-and-boys-lego-commercials-and-see-what-happens)
We've been talking a lot about Lego Friends, the new Legos for girls that, while remarkably boring, happen to be selling very well. It's frustrating to see advertisers and toy manufacturers decide what should interest girls and what should interest boys, but it's also interesting to see how they do it.
There's a Lego Advertising Mixer, a website that allows you to swap the audio and the visuals from the Lego commercials marketed towards boys and the commercials marketed toward girls. The results are interesting, not just because of they give a different look at advertising sexism, but also in that they show how lazy the marketing has become. Looking at it from a directorial stand point, the commercials are almost identical (allowing the audio to match up particularly well) — a vehicle passes, structures are built, and camera cuts occur at exactly the same moments.
—By Luke Smith
| Fri Feb. 25, 2011 1:00 PM PST
http://motherjones.com/mixed-media/2011/02/gendered-advertising-remixer-jonathan-mcintosh (http://motherjones.com/mixed-media/2011/02/gendered-advertising-remixer-jonathan-mcintosh)
Are Disney princesses evil? Maybe not, but absurdly retro-gendered toy commercials might be. When boys' toy ads promote battle and girls' toy ads convey the importance of appearance, it's small wonder that even kids raised in neutral homes buy into gender-appropriate colors and behaviors.
Political remix artist Jonathan McIntosh created the "Gendered Advertising Remixer" to make the divergent messaging so obvious that kids can see through it themselves:
-------
Slick Web App Slaps Stereotypes by Remixing Toy Commercials
By Angela Watercutter
February 21, 2012 |
3:09 pm |
http://www.wired.com/underwire/2012/02/gendered-advertising-remixer/ (http://www.wired.com/underwire/2012/02/gendered-advertising-remixer/)
A handy web app called the Gendered Advertising Remixer mashes toy commercials together, tweaking the concept of "girls' stuff" and "boys' stuff" — with often-hilarious results.
"I think a remix video can be a simple and humorous way to expose the completely absurd levels of gender stereotyping found in many television commercials," said Jonathan McIntosh, the 32-year-old San Francisco "pop culture hacker" who created the app.
The Gendered Advertising Remixer, which comes in Flash and HTML5 versions, is a simple tool that allows users to pair audio from a commercial for a toy made for girls with video from an ad spot aimed at boys (or vice versa). The results are intended to help people break down "regressive embedded gender messages" in the advertising, McIntosh said in an e-mail to Wired.
----
By Madeleine Davies
Feb 22, 2012 5:55 PM
Let's Swap the Audio for Girls' and Boys' Lego Commercials and See What Happens
http://jezebel.com/5887428/lets-swap-the-audio-for-girls-and-boys-lego-commercials-and-see-what-happens (http://jezebel.com/5887428/lets-swap-the-audio-for-girls-and-boys-lego-commercials-and-see-what-happens)
We've been talking a lot about Lego Friends, the new Legos for girls that, while remarkably boring, happen to be selling very well. It's frustrating to see advertisers and toy manufacturers decide what should interest girls and what should interest boys, but it's also interesting to see how they do it.
There's a Lego Advertising Mixer, a website that allows you to swap the audio and the visuals from the Lego commercials marketed towards boys and the commercials marketed toward girls. The results are interesting, not just because of they give a different look at advertising sexism, but also in that they show how lazy the marketing has become. Looking at it from a directorial stand point, the commercials are almost identical (allowing the audio to match up particularly well) — a vehicle passes, structures are built, and camera cuts occur at exactly the same moments.