This paper reveals how the music and soundscapes used in toy commercials are reinforcing rigid gender norms. This research is particularly relevant given the ongoing conversation about gender representation in media and the increasing awareness of the impact of advertising on children. This is the first study to comprehensively examine this aspect of toy advertising and its implications for gender perceptions. 

Key findings from the study include:

Distinct musical styles for boys and girls: Commercials aimed at boys tend to feature louder, more abrasive music, while those aimed at girls use softer, more harmonious sounds.

Emotional impact of music: The music used in toy commercials reinforces gender stereotypes through its emotional impact, shaping children's affective experiences.

Societal implications: Gendered music in advertising can influence children's career aspirations, body image concerns, and even mental health.

Historical and cultural roots: The gendered associations between certain instruments and gender identities have deep historical and cultural roots.

Music-primed gender schemas: Music can evoke gendered meanings and expectations, shaping children's perceptions of what is "appropriate" for boys and girls.

The study's findings have significant implications for policymakers, advertisers, and parents. It highlights the need for more comprehensive regulations to address harmful gender stereotypes in advertising and for greater awareness of the subtle ways in which media can shape children's understanding of gender.

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By scanning the brains of people while they watched movie clips, neuroscientists have created the most detailed functional map of the brain to date. The fMRI analysis, publishing November 6 in the Cell Press journal Neuron, shows how different brain networks light up when participants viewed short clips from a range of independent and Hollywood films including Inception, The Social Network, and Home Alone. The team identified different brain networks involved in processing scenes with people, inanimate objects, action, and dialogue. They also revealed how different executive networks are prioritized during easy- versus hard-to-follow scenes.