Gender Targeted Marketing Stereotypes of Infantilizing and Sexualizing Evident in the Marketing of Sars-Cov-2 Pandemic Safety Masks to Women and Girls

We conducted a thematic analysis of gender-targeted marketing of commercially produced protective masks sold during the SARS-CoV-2 pandemic. We discuss how stereotypical themes of infantilization (submissive innocence) and sexualization (erotic objectification) of women and girls capitalize on selective demand and gender conformity, simultaneously reinforcing both gender norms and mask compliance.