"More than pink - we want to think!" : A qualitative study

Abstract: Background: Reinforcing gender stereotypes still occurs in toy advertisements even though it is stated that gender stereotyping in marketing is a public concern. Parents perception of gender stereotyping will further influence how children act according to gender, which is why it is of importance to explore how parents perceive gender stereotyped advertising towards their children and how this is linked to socially responsible marketing. Research questions: RQ: What are the perceptions of Swedish parents on gender stereotypes in advertisements targeted at children, and how can this be linked to socially responsible marketing? SQ1: What are the perceptions of parents on advertisements towards children where stereotyped gender roles are being reinforced? SQ2: What are the perceptions of parents on advertisements towards children where stereotyped gender roles are being challenged? Purpose: The purpose of this research is to link the idea of socially responsible marketing with gender stereotyping and advertising targeting children. Methodology: Using visual materials as stimuli in semi-structured focused interviews. Conclusion: The empirical investigation revealed that parents perceived gender stereotypes in advertising as harmful to society, particularly to children. Socially responsible marketing should therefore reflect more on this subject and portray both girls and boys sharing colors, attributes and toys.