Gender was and still is for many a much crucial identity trait, plays a highly significant role in
society and determines our lives in many aspects. However, clichés and role models often limit
our view on gender. Furthermore, such prejudices are also often ingrained in the upbringing of
children. Interaction, behaviours, preferences—as children we are already taught what is and is
not appropriate for the respective sex. For girls, though, this often means a more fatal systemic
disadvantage.
This research paper broadly discusses the topic of girlhood and its
related visual landscapes. It first outlines essential terms connected to the topic, then takes a
closer look at socialisation of girls in Western countries in the 21st century—with a focus on the
aspects of role models, beauty ideals and sexualization. Additionally, effects and consequences of
a stereotypical upbringing are being highlighted.
Moreover, gender-specific design
and visual representations of girls in media, especially in advertising, are discussed. The
implementation of a survey as well as analyses of selected ads, which promote products for girls,
give insight into the public perception of the term girlhood and its associated images. To
summarise, the aim of the paper is to challenge designers to become more aware of and question
gender roles and clichés, to break down stereotypes and thus ultimately empower girls and
women.
