Barbie

Our discussions about the objectification of women in recent weeks, made this commercial specifically catch my eye. As we all are now aware, society is inundated with propaganda from companies such as Mattel, the owners of Barbie, from childhood. It is true that girls are often raised with a Barbie doll in one hand and a bottle in the other yet, is it justifiable for a doll company to take credit for women leaving the home and taking jobs that require great intelligence—essentially make them equals to men? This clip closely resembles a Simpson’s episode that we watched in class where Lisa discovers that dolls have essentially ‘corrupted’ the minds of young girls and that ‘corruption’ has followed them into adulthood. This commercial is trying to take credit for women’s strides, just because they played with a Barbie in childhood but also emphasizes that “dreams are what make us alive” insinuating that playing with one of Barbie’s many identities plants the seed for these girls to dream about a career and gives them the motivation to achieve it.

Society is driven by consumerism and this commercial is no exception, just in the process it slightly degrades the achievements women have made. I believe the last line in the clip reveals the most about advertising today stating, “Barbie: Over 125 careers & counting.” For isn’t it the best strategy in marketing to re-attract a previously loyal audience and a new innocent childhood audience as well? The colorful, warm atmosphere of the clip attracts women and reminds them of the bliss their Barbie brought them—making them want to share that joy with their daughters and other young girls. And so Barbie continues to spread from generation to generation, taking credit that is not theirs for the taking.

http://www.youtube.com/user/barbie?v=bz_XFdPBkLY&feature=pyv&ad=6722554768&kw=barbie

Also view:

http://www.facebook.com/barbie

December 1, 2010 10:25 AM