Statement of the problem
Stereotyping has become a serious social problem and is not limited, children have adopted some behavioral characters and patterns based on this stereotypical upbringing. According to Smithsonian the shift towards pink and blue happened gradually. Colors to be used for children has not been left out of this stereotype, many believe that there’s supposed to be a particular colour attached to each gender example is the colour pink, they think it represents tenderness, beauty, gentleness and delicateness so therefore it suits the girl like attitude so it should be for the girls while blue on the other hand, signifies masculinity, boldness and strength which suits the boys. As stated by Ladies Home journal article in June 1918 “The generally accepted rule is that pink for the boys, and blue for the girls. The reason being that pink, was more decided and stronger color, is more suitable for the boy, while blue, is more delicate and daintier is prettier for the girl”.
This color differences reflects the different cultural expectations on children based on their sexuality. Sociologists and researchers have expressed different opinions on gender stereotype on children, but over time the question remains “does the girl child actually prefer pink or does the boy child actually prefer the colour blue or have they just been made to believe that it is the color that suits their gender”. Research has it that color has been assigned to each gender which is snow a way of life or norm in the society, breach in of this gender has its detriments on the children (self-esteem, physical relationships with other children and mental effect).
Consequently, this research aims at probing the reason why particular perception is conferred on specific colors and attached to certain gender and how media contents is encouraging this stereotype through advertisements and their parents take and perception on these advertisements.
Objective of the study
The main objective of this study seeks to determine the parent’s perceptual knowledge in children’s advertisement on gender colour preference.
The specific objectives are to
To find out the level of awareness among parents in Kosofe local government area on gender colour stereotypes in adverting.
To determine sources through which parents in kosofe local government area access information on gender colour stereotypes in advertising.
To know the extent at which parents have applied gender colours on children.
To establish the extent to which parents perceive information on gender colour stereotypes in advertisements.
The study adopted four research questions in line with the objectives, these are:
What is the level of awareness of parents on gender colour stereotypes?
From what source did they get to know about gender colour stereotypes
To what extent have parents applied the use of gender colour stereotypes on children based on their perception of the advert/ the influence of the influence of the advert
To know the level of preference of colour gender stereotypes of parents based on their perception.
Significance of the study
This study seeks to investigate emphasis of advertisements on gender colour especially on children and how it underpins parent’s propensity. The study would create awareness on the need of gender colour stereotyping. It would educate and increase the knowledge of parents on the importance of gender colour stereotyping. The study seeks to show how advertisement can help parents see the importance and relevance of gender colour on children. The study seeks to investigate the advertisement and its acquaintance with parents, to investigate the extent to which children are influenced by these adverts. The study is aimed at probing the reason why particular perception is conferred on specific colors and attached to certain gender. The result of this study will contribute to the already existing stereotypes attachment
Scope of the study
This study will explicitly examine the reason why particular perception is conferred on specific colors and attached to certain gender through advertisement. Parents were chosen as respondents for this study because children are vulnerable to decisions and don’t have a mind of their own. It would examine how the media that is advertisement changes their view or perception on gender colour. This study would be limited to parents in Kosofe Local government area of Lagos State.
Operational definitions of terms
Key operational terms used in this research study are explained below to allow proper and unified understanding of the contents and issues discussed.
Stereotypes: is a widely held but fixed and oversimplified image or idea of a particular type of person or thing. It is stereotyping supposed to be blamed on the perception of people or the society for contributing to it. Stereotyping is not intentional but has a role to play in each of the adverts displayed which one way or the other affects people’s perception and preference.
Advertisement: refers to the public notice of sale, broadcast platform through which gender colour in children is been publicized. Advertising as a medium plays a big role in shaping peoples mind and perception so should be used in the most positive way.
Perception: this refers to the discernment, understanding, approach and attitude of parents on advertisement on gender colour on children.
Preference: this refers to the option, inclination and priority placed on children advertisement on gender colour by parents.
Parents: refers to mothers and fathers’ residents of Kosofe local government Area Lagos State.