A Mamamia reader emailed us about the new Barbie ad saying how incensed she was about it:
“PLS PLS PLS talk about the new barbie ad,” she wrote. “It’s all about how girls can be whatever they want to be. Except, short, fat etc….(not stated but implied). Give me a break. I’m so angry about this ad.”
Here it is:
[youtube D8yVcLO_VVQ 640 390]
Hmmm, smacks of Barbie tries to do a Dove. Not authentic. Not to me. But not at all offensive. Doesn’t make me angry. Just think it’s a bit of a stretch, linking female empowerment with Barbie. Although as I wrote here, I was interested to note that the Barbie’s in my daughter’s DVDs are pretty much the only female characters in animated stories who DO stuff instead of just waiting around to be saved by a male character.
Here is another recent Barbie ad:
[youtube UBfXetHyA60 640 390]
From the same campaign, the public have chosen Barbies next careers, interestingly the most popular choice was computer engineer and girls’ vote went to news anchor.
Top Comments
Care factor: Zer0
I think the new Barbies are fantastic because they glamourise intellegence. Sometimes girls think they want to pursue the careers that suggest a lifestyle of the rich and/or famous and they aspire towards stereotypical occupations. Previously there was never an Engineering or Accounting Barbie to assist making the subjects sexy at school, but there was Ballerina Barbie and Bikini Barbie. By marrying beauty and brains you get a much more positive message than only marketing the housewife Barbie of yesteryear. (Not that there is anything wrong with being a housewife at all, I'm just encouraging choice).
More than anything, the role of positive self-perception starts in the home, not on the shelf at Toys R Us. Barbie should inspire, but she shouldn't set a benchmark that's unexplained and unexplored within the family unit.