Throughout the paper it was visible that ‘male and female roles are constructed through toys’ given gendered meanings (kinetic features, colours, textual representations’ (Caldas-Coulthard and Van Leeuwen 2002:107). The toys possess the roles, characteristics and physical aspects of gender. Gender representations continue to transmit a ‘damaging, gendered and unequal world’ (ibid.).
The ads for the doll Susi were more contemporary, portraying the ‘girl power’ - the doll doing the domestic, care taker role as well as roles of studying, working and having vacations. The ‘career and event-related representations’ actually have taken the bigger part in marketing this doll; therefore it can be seen as a positive outcome and acknowledgement of ‘contemporary women’s active engagement in society’ (Almeida, 2014:561).
On the one hand, the gender difference is very visible and felt throughout the cultures, societies, and our daily life; on the other hand, this article showed that we are advancing and understanding that to be a woman is more than just to be a caretaker and housewife.
…
