BRATZ Dolls: Passion for Fashion
Marketers advertise their products to children through television, the internet, print media, and movies. Children are constantly viewing these ads while watching television. Marketers use subtle advertising to influence very young children. They view children as current, as well as potential future consumers. Children are easily influenced by media and therefore, a good target for marketing. Advertisers target children’s key physiological centers that will affect their perceptions. Some corporations abuse their persuasive powers and use their advertisements to manipulate children to boost their sales. Companies are aware and are taking advantage of children’s lack of critical thinking and analytical skills to make informed decisions and analyze situations, which makes them vulnerable to manipulation (Graboviy, 2011). One particular ad that caught so much attention among young children nowadays, specifically girls in their pre-teens and even younger, is the advertisement on the well-known BRATZ Wild-Wild West dolls ad campaign by Wal-Mart. In this paper, will be a description of the nature of the advertisement chosen, how this ad use lifestyle values and beliefs in order to sell their products, and its link to attempt to “brand” the consumers. Also, a discussion on how the images and messages from the ad illustrate the goals of the corporation to sell their products and the contradictions between the lifestyle depicted and the actual use of the products will be highlighted. The idea that consumers still have the ability to resist the messages they are receiving from the ad industry will also be discussed. The Advertisement
This ad was a television commercial by Wal-Mart. Targeted to pre-teens children, the ad started with an image of an array of toys with the voices of children proclaiming Wal-Mart Toyland! Then came a peephole view of long legs framed by knee high white gogo boots and very dark, short jean skirts- a reminiscence of the 1960’s peep show. A voice highlighted “Cowgirls style means rugged glamour”. Then came a full view of young attractive women with their long blonde, brown and dark hair down to their buttocks strutting down a catwalk. These women were wearing sexy and revealing cowgirl outfits, with real horses on the show. Then, we are introduced to a “mom figure” in her 30’s playing with a white stallion in her right hand and a BRATZ doll in her left, sitting on her daughter’s bed. She was playing with the BRATZ dolls and the horse. The daughter caught the mom playing and asked her mom what is she doing. The mom said “nothing” and pretended she was tidying up her daughter’s bed. Then the dolls are shown on a shelf and a woman stated that Wal-Mart knows all girls love fashion but BRATZ Wild-Wild West dolls are “especially for your daughter” (Pecunia, 2006). Lifestyle Values and Beliefs
How does the ad or ad campaign you have chosen use lifestyle values and beliefs in order to sell their products? In order to sell their products, BRATZ dolls were introduced by using Wal-Mart toy land, which is very appealing to children and to parents. The company uses ethnic looking dolls showing that they are currently sensitive to global racial equality. They want to give the impression that they care about the issues that are important to today’s young audience. The ad campaign portrays modern fashion style on cowgirls, which is very fitting to the latest fashion trends among young girls. The ad is trying to introduce new fashion styles that could influence and stimulate young girls thoughts and creative ideas. The image of the horses interest children, especially little girls who desire at one stage to become cowgirls. The ad shows a general idea on the current fashions that girls, especially pre-teens are very interested in- the clothing or outfits, hairstyles, make-up and accessories that these BRATZ dolls are introducing....
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