Advertisements on television and in magazines appeal to certain audiences. Advertisers sometimes take things way too far in the way they appeal to certain audiences. For example, almost every small children's toy is divided into pink or blue. Gendered advertisements lead people to think that some toys are only for girls or only for boys. This divide has greatly influenced gender roles in later life. Generally the pink toys are leaning more towards baking or childcare, traditional roles for women. Something that is outdated and there are not enough toys that encourage more exploration and different options for girls. The blue toys are often focused around explosions or science. "It is well documented within extant literature that gender identity is learned during childhood in part through everyday socialization and interaction, including play" (Kahlenburg). Through various studies and theories, it is clear to see that old world gender roles are being carried on through modern generations through the use of gendered advertising on the television, using colors and specific types of toys only portraying certain genders in advertisements. 

In commercials on television boys and girls are often seen playing separately and in different roles. "Research indicates a relationship between exposure to these gendered images and children's perceptions about gender roles" (Kahlenburg). The television that children see after school can greatly influence their sense of self-worth and what they want to do with their lives. In commercials, one study done found that "girls engaged in shopping, whereas boys did not, and that only boys performed antisocial behaviors, such as stealing or fighting. Aggressive behavior seems to be more visible in commercials that feature boys than in those that feature girls" (Pike). While toys are generally viewed as only playthings, one study "reveals them to carry social significance. They are central to children's play, as toys help children develop a shared culture with friends (Seiter 1993), prepare for adult roles and concerns (Cross 1997), foster and engage their imagination, creativity, and intelligence (Kline 1993), and acquire solitary behavior" (Pike). If toys are aimed toward girls or boys and encourage the longevity of gender roles, the gender roles of the twenty first century, the more free and nonrestrictive roles, will be overshadowed and squandered by the prevalence and persistence of old ideas. "Research with children suggests that nontraditional images can change their perceptions of gender roles as well" (Pike). There is no reason that gender roles need to be persisted in this day and age in television. 

Barbie is another big factor in gender role persistence in young girls. While more recently she has changed into a multiethnic, multiple body type doll, "As a skinny, white and blond glossy figure, Barbie, an icon of femininity to generations of American and America-following nation of little girls" (Engin). Barbie was what little girls aspired to be. Often her first accessories were solely home decor and the only thing that was considered acceptable for her to be was a stay at home woman who took care of her sisters and children. Barbie was one of the most influential toys of her age, "And Barbie consumers have told countless childhood stories of forming their political, sexual and gender identities in reaction to Barbie and conversely of transforming or discarding Barbie to suit those identities, to indicate that Mattel and its critics have good reason to be concerned about the politics of Barbie." As the brand progressed however, Barbie gained careers. Unfortunately, every career that Barbie participated in was a typical and stereotypical job for a woman to have at the time. She was a secretary, and a flight attendant to start off with, some of the only jobs that women were able to acquire and still be considered "feminine" at the time. Barbie also was one of the first toy companies to use pink as a defining gender color. Previously, pink had just been another color, but with Barbie adopting the color into her aesthetic, it became a symbol of femininity and girlyness. Even in schools, gendered coloring has become prevalent for example in the bathrooms. One reporter, "nipped into the sixth-form girls' loos only to gag - not because there's a baguette down the U-bend again, but the color. Everywhere is awash with lilac and pink. I ask the boys what color their toilets are. Answer: neutral white. It could have been worse: I was all braced to be told baby blue" (Engin). This writer is concerned about the school systems insisting and allowing this gendered coloring to continue. 

The gender imbalances continue in the workplace as well. One researcher found that "A "shocking gender pay gap" and "endemic prejudice" awaits them as soon as they start their careers, according to a report from the Higher Education Statistics Agency (Steinmetz). Far from improving at executive level, the pay gap widens, with female directors earning 22 per cent less than their male counterparts, according to an investigation by the Institute of Directors." The advertisements that start young have continued to a point that stereotypes are prevalent even with adults who are supposed to have grown past the silliness of playground games. Because there are not many games or children's toys that have to deal with business, math or science, girls and therefore women, are not expected to succeed in those fields. Perhaps with different advertisements, these attitudes can change. 

Children's toy advertisements on television and in magazines greatly effects the perception that kids and viewers of the advertisements have about gender. These perceptions end up perpetuating gender roles in our society and set our society back. Multiple studies have shown that a change in the way things are advertised will result in a change in the mindset of children, therefore future adults. A change in the mindset of children will cause an epic change in our society. Advertisements are showing up more and more in life and with these messages barraging children, it is more beneficial to be gender neutral and more diverse in its portrayal of toys such as kitchen sets and dolls not only displayed as girl toys and trucks, monsters and dragons should not be displayed as toys meant for boys. 

