Genderization in Scouting Advertisements
Imagine a typical Girl Scout.
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What’s she like? Kind? Generous? Doing community service and learning about social issues? The infamous Girl Scout cookies probably came to mind—maybe she’s trying to sell you a box of Thin Mints.
Cookies
Cookies have become a staple of GSUSA—nearly everyone has seen a uniformed girl selling loads of colorful cookie boxes. You might find it hard to imagine a Boy Scout selling cookies—and that’s because cookies and baking are very much associated with women, in particular, housewives. This 1970s Girl Scout Cookies PSA uses imagery of baking and cookies in the kitchen, giving the viewer a comforting feeling of a traditional home. The PSA also uses a lot of American flag imagery and mentions democracy, which appeals to patriotic citizens and reinforces the traditional feel. The ad then shows innocent young girls practicing community service as well as “self reliance,” and “good citizenship.” GAUSA is selling the idea of a good, traditional girl to not only parents but to the community, so more people will sympathize and help fund GSUSA.
The Girl Scout Advantage
In the 1990s, GSUSA released a 20 minute PSA-style movie titled “The Girl Scout Advantage.” The movie introduces us to several young Girl Scouts who share all the fun experiences that GSUSA has brought them. The girls explain how they love having opportunities and mentors that they can trust. The film then compares survey results of Girl Scouts to national survey results: GSUSA takes pride in the fact that Girl Scouts are academically stronger, more honest, and make better decisions than the national average. Girl Scouts are less likely to drink alcohol, more likely to say religion is important to them, and are more than two times less likely to have sex as a teen than the national average. Just as in BSA' s anti-crime PSAs, GSUSA is selling the idea of having a perfect child, although the perfect son and perfect daughter appear to have very different definitions. BSA advertised a good man as someone who doesn’t commit crimes and is “prepared,” while a good young woman, according to GSUSA, is smart, honest, and probably more religious and abstinent.