Genderization in Scouting Advertisements
Imagine a typical Boy Scout.
​
Is he strong? Confident? The outdoorsy type? What’s he doing? Camping? Learning how to pitch a tent? Getting his boots dirty on a trail? Maybe he’s building a pinewood derby car, for the upcoming race!
Be Prepared
That’s how most of the public sees Boy Scouts, and although they are stereotypes, for the most part, they’re accurate. In the 1970s (after great loss in BSA membership), BSA used these traits and activities for a television advertisement to recruit boys into scouting. One of these ads was named “Be Prepared,” after the Boy Scout motto. The ad asks, “Are you ready to get involved?” and “Are you ready to take the lead?” then invites you to take a look at what scouting is about. The advertisement then shows boys hiking, camping, biking, fixing bikes, swimming, boxing, learning computer skills, etc.—all traditionally more masculine activities—and undoubtedly fun activities for any young boy. This kind of ad targets young boys who want to have as much fun and be as manly as the boys shown in the video.
Values of Boy Scouting
Aside from practical skills, BSA aims to teach boys to become men of good character. This value was particularly strong in the two anti-crime PSAs on the left. The first is from the 1960s, which depicts an elderly man being followed by two threatening-looking figures. However, once they reveal themselves to be Boy Scouts, the man relaxes and knows he is safe.
​
​
“If all boys were Boy Scouts, there’d be fewer boys out on the street looking for trouble. America’s manpower begins with boy power.”
​
— BSA advertisement
​
​
​
President Gerald Ford (former Boy Scout) spoke in a very similar ad in the 1980s. He delivered a message about high crime rates in teenage boys and how scouting can prevent such devious teenage boys, then encouraged the viewer to support their local Boy Scouts. These kinds of value-based advertisements cater not so much to children, but rather to their parents. They a message saying: “If your son joins BSA, he will become a well-functioning member of society.”