An analysis of Barbie dolls

Barbie dolls were born in the Wisconsin state of American 50 years ago. They are no longer simple dolls, but a symbol of American women, American culture and an ideal embodiment of global female. The following essay will firstly discuss Barbie dolls’ historical and cultural background of the era when they appeared. This part includes three aspects, which are the consumer society of America at that time, the prevailing of hedonism in the consumer society and the enhancement of self-awareness among Americans. Then the essay will illustrate the marketing strategy of Barbie dolls which is emphasized on the fashion. The illustration comprises the explanation of the relationship between consumption and fashion, the description of the figure of Barbie and the fashion culture in Barbie’s world. Finally, on the basis of the discussing above, three arguments about Barbie dolls will be presented. Three main arguments, which are Barbie dolls had made an important contribution to the awakening of female consciousness to a certain extent, too perfect and unrealistic figure of Barbie has no benefit for the growth of children and teenagers, and Barbie is essentially the perfect female body in the dreams of men under the patriarchal society.

1 Barbie's Historical and Cultural Background
1.1 Consumer society
According to Sassatelli, consumer society refers to a society where “daily desires are satisfied through the acquisition and use of ‘commodities’, goods which are produced for exchange and are on the market…in the consumer society we not only satisfy our most elementary daily needs through commodities. We also conceptualize the purchase and use of goods as acts of ‘consumption’. Furthermore, we are accustomed to being addressed as ‘consumers’ ” (Gall, 2013: 3). Barbie was born in the 50s of the 20th century. American society became prosperous after World War II. The population of middle class gradually expanded and became the main symbol of American society (Schudson,