FOR BOYS OR GIRLS? GENDER CULTURAL REPRESENTATIONS IN TOY PACKAGING

ABSTRACT Objective: to analyze gender-representative images on toy packaging for children over three years of age. Method: this is a photo ethnographic study developed in play sections six department stores located one the municipalities metropolitan region Rio de Janeiro August 2018. Image analysis was applied 17 photographs packages according criteria repetition, content type and low cost purchase, associated with analysis. Results: partially reflect their content. The gender colors contents are traditional (pink lilac) unrealistic toys girls. Those boys have neutral realistic (gray, olive green, navy blue). Miniaturized or life-size items “for girls” include those that encourage playing ‘house’ (dish rack cups), personal care (makeup clothing) maternity (dolls). “For boys”, they strengthen social image family protector (hero), home provider (tools, builder, executive) “male” professions (cook, fireman, policeman). Conclusion: these reinforce binary conceptions gender, stereotyped society, rooting cultural constructions adult world development old.