Advertisements on television and in magazines appeal to certain audiences and advertisers sometimes over exaggerate in the way they appeal to certain audiences. Gendered advertisements lead people to think that some toys are only for girls or only for boys. For example, almost every small child's toy is divided into pink or blue. This divide has greatly influenced gender roles in later life. Generally, the pink toys are more focused on baking or childcare, traditional roles for women and there are not enough toys that encourage more exploration in science, technology, economics and math for girls. If there were advertisements focused on portraying little girls, or even adult women in these roles or playing with these toys, girls would be more encouraged to branch outside of traditional gender roles. The blue toys are currently the ones focused on technology and math, portraying that these types of toys are only for boys.  This is yet another example of the gendered advertising that influences children in the way that they perceive their roles as they grow older. By looking at studies on gendered advertising and its effects on children's perception of the toy, "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 has become apparent that old world gender roles for women are being carried on through modern generations through the use of gendered advertising on television showing girls playing with a specific type of toy, using gendered colors of blue and pink and these ideals have been carried up into the workplace and perpetuate the gender gap.

One of the main channels advertisers use to appeal to children and grab their attention is on television in the time after school. On a school day, most children go home and relax by watching television for a while. Advertisers use this time to impact their target audience. In these commercials, boys and girls often play in separate commercials and they participate in different roles within their own commercials. When assessing 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). Advertisers' play on the traditional roles of men and women in society may help sell a product, but it also sells the idea that it is a woman's job and favorite pastime to shop and the more physical behaviors should be left to the men. This greatly restricts a child's ability to think about themselves in a role differing from tradition. An additional study finds that "research indicates a relationship between exposure to these gendered images and children's perceptions about gender roles" (Kahlenburg). The television that children watch after school can greatly influence their sense of self-worth and what they want to do with their lives. If the main idea that advertisements put across is that men and women have specific roles in society, children watching these ads will have the perception of the traditional and restrictive roles of genders. 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 specifically aimed toward girls or boys and reinforce traditional gender roles, the gender roles of the twenty-first century, 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" (Pike). In today's society, there is no  reason that outdated gender roles should continue to be a factor in advertising. 

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, Barbie was originally manufactured "as a skinny, white and blond glossy figure ... an icon of femininity to generations of American and America-following nation of little girls" (Engin). Barbie was what little girls aspired to be. Her first accessories were solely home decor and clothing. The only thing that was considered acceptable for her to be as a career 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" (Engin). As the brand progressed however, Barbie was able to be hired and be successful in a few more careers. Unfortunately, every career that Barbie participated in was a 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 was also 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. Advertisements for Barbie and all she represented were overwhelmingly pink, permanently etching into every girl's mind that pink was for the true young feminine American girl. Even in schools, gendered coloring became prevalent in the bathrooms for example. 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" (Greenhough). This writer is concerned about the school systems insisting and allowing this gendered coloring to continue. Advertisements' use of specific colors for gender biased toys have been so ingrained in the minds of children, and now adults, that the color schemes have leaked into society and school systems as well. Pink has come to mean girls, just as Barbie originally branded the color to mean all those years ago. 

The gender roles that children learn at a young age continue on later in life, affecting the perception of power and superiority in certain fields, such as the STEM fields. The percieved power difference begins at an early age when girls are taught by watching advertisements that they are meant for the home and kitchen by the toys that they are taught to play with while boys are taught to play with and experiment with things. This creates an imbalance that makes the boys appear superior to the girls. The gender imbalance that forms at an early age continues in the workplace. 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" (Smith). 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 a significant 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. 

