Imagine the Possibilities with Barbie
Contemporary marketplace is grown over the past decades. Ads and commercials are everywhere, and businesses are trying everything to get the audience’s attention. In order to accomplish that companies have begun to show what they believe are essential values. In this case, Barbie wants to show their audience there is more to life that physical beauty. This ad consists of 5 situations with 5 little girls that have some leadership roles in certain professions. The advertising technique being used is the “Need to Achieve” while the old Barbie messages was “Need for Attention.” Traditionally Barbie’s stereotype had the image of perfection, which is what girls strived to be. In this specific ad, Barbie attempts to get rid of that stereotype and come across saying “You Can Be Anything.” It is effective because by using young girls in adult situations, it gives the target audience, young girls, a vision and dream of their potential future.
Right from the beginning the Barbie doll have created this mold for girls on specifically how they should appear to others. In the 1960s, just after the Barbie doll officially became popular, the Barbie staff introduced a new version of the doll, “Slumber Party Barbie.” With this new doll the set included a diet book, a scale, a hairbrush and sign that said, “How to lose weight? Don’t eat.” Right from the start, girls are getting the impression that this is social acceptable and all sleepovers should be like this. Also, having believing that dieting at a young age is okay. This campaign, “You can Be Anything,” is striving; it’s now providing young girls choices with an addition of having the mindset that they can accomplish anything. They are trying to diminish the old 5’9” and 110 lbs. body type by attempting to show the importance of being yourself in whatever comes to play. One of the girls in the commercial, Maddie, is imagining being a professional soccer coach so she shows up at an adult soccer practice saying, “Hello everyone! I am the new coach. My name is Maddie.” After introducing herself as the new coach, Maddie leads some drills with her players. Maddie is proving a point that since she imagined being a coach, it’s possible that anyone could be one too. Another one of the little girls wished she could be a professor. Also after introducing herself, she begins talking to the class about the importance of the human brain compared to dog brains. These little actors are showing that being perfect like Barbie isn’t a value that is important to them. They want viewers to see they have achieved their dreams so now other viewers can attempt and achieve too.
With the ad campaigning “You Can Be Anything” it represents and targets the attention on growing young girls since they would be the next generation. These young girls are the one playing with Barbie and ones that Barbie could fix. So when they are older girls, they would not have so many mental and physical issues. This ad provides comfort and support to anyone by stating they can be whoever they desire to be. By showing these girls what they can offer to the world is opening girl’s perspective on what is an important value. Since the previous doll representing that girls had to look a certain way, now it’s all about the dream and characteristics. The old Barbie caused more harmed to girls due to their self-esteem and mental issues, but now we see a shift. Barbie is recognizing that encouraging young girls to dream big and inspire them is more important.
Barbie now sees what is important and wants to continue to diminish the stereotype of typical Barbie perfection. With making small attempts on trying to make it better, society as a whole will soon be a greater supporter and will be more accepting to the idea of their kids playing with the dolls. Barbie is changing their perspective and opening new opportunities for girls to imagine that they can be anything, and also help the girls see all the potential they have as human beings. Young girls are much more than perfection; they are real.