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Hasbro Commercial Analysis: Baby Alive !

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Baby Alive! A toy that prepares young girls for motherhood! Gender roles in society are imposed upon us through many different ways such us what we are expected to wear and even how we are supposed to behave. Before being born, children are assigned a gender because of their sex and from there one their parents decide what their name will be, what colors they will wear, what toys they will like, etc. For female children, parents buy them toys that are assigned to their gender such as baby dolls. As advertised in a Hasbro commercial for the Baby Alive dolls, all the children that appear on the commercial are girls and so are the babies they are carrying. In addition, the way in which the little girls play with the babies is shown are gentle …show more content…

The commercial for the Baby Alive doll uses many gender norms for girls that are imposed because it showcases how girls are expected to be and and act by presenting them …show more content…

This reveals how they want the doll to be exclusively for girls without necessarily saying it. Hasbro brands only targets girls for this commercial because caring for a child and being a natural at it is something that is seen as a norm for girls but not for boys. They target young girls by making it seem as if caring for a child is something fun and easy to do when in reality caring for a child comes with many difficulties. Furthermore, having male children in these commercials would not be of major importance for the company because males are not seen as having even the slightest interest in wanting to be a father when they are young. However, females are expected to want to be mothers at such a young age. Toy commercials made for boys tend to display more violence and a sense of masculinity because those are the gender norms for them. In addition, the commercial displays a diversity of race with the dolls and the children in the commercial as well. In the Baby Alive commercial, the race of the dolls are Caucasian, African American, hispanic. The race of the little girls in the commercial also pertain to the same race as the dolls. This implies a universal understanding that the gender role for all girls is seen as that of a caretaker no matter what race you are or where you come

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The entire advertisement it is focused on evoking a response of empathy and compassion for the girl. Again, the face of the girl is strongly related to this appeal because the audience feels touched by her suffering. Also, it is very hard to see how the happiness of the girl diminishes and turns into sorrow. For example, the advertisement starts with the girl celebrating her birthday and everybody singing “Happy Birthday”, after that the mother says “Make a wish” and the girl blows the candles of a pretty decorated cake. In contrast, at the end the mother sings her the same song but this time the girl is completely devastated and there is only a lonely candle on top of a metallic plate containing some food.

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The commercial uses everyday scenes. We see these women have jobs, ride the bus, live in a house, and do other every day activities. It uses cultural aspects in the fact that the women are lesbians and they adopt a Hispanic child who is deaf. This commercial was part of a campaign that Wells Fargo released. The company is trying to communicate that they have a diverse group of customers who all have their own needs.

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Domestic violence and rape culture is something nobody wants to go through. Ads sexualizes it as if it was a good thing. Sexualizing domestic/rape culture is just the first example of how companies use sex to promote their product. They also make women look young and innocent which most people would correlate that as a child. Ads are now adding a sexual presents to the pictures and it ruins the meaning of innocence.

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The little girl is the focal point and driving point of the ad bring forth each event from asking her mother about the cereal to putting the cereal on her father’s chest; its all about her actions and reactions from the that push the point of the ad identified later with the word love being displayed in bold. The camera is always following the little girl and emphasizing her emotional response to all that happens from her look of curiosity to her big grin as she runs off out of the scene. Without her there is no ad because she is the part of family that people love the most. That unconditional love without any need for understanding or reason, and the audience’s recognition of this is what the advertisers wanted. According to Matt Rosenau (2012), advertisers draw on the emotional response of their audience purposely creating an emotional appeal and associating a positive emotion to the product even if not naturally associated.

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Declaring this as a feminist victory, Filipovic mentions that parents may appreciate the “creative fun of playing with dolls”, but they don’t want the memorandum that this is figurine is something younger girls should aim to be. The rational fact that a child should not be objectified by a malleable doll for the reason that she’s just an appealing face. As the writer goes on, she validates that this conclusion that the company Patient Zero for two generations, blatantly isolated “girl’s toys” from the “boy’s toys” (Filipovic par. 3). Leaving the progressing younger girls thinking that they can’t be a superhero, but pushed to be a princess or homemaker. Furthermore, tension rises as the Filipovic remarks a suggested toy from the toy store Toys R Us recommends a Dyson Ball vacuum cleaner as a toy for girls’ ages to 5 through 7.

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She also had baby ducks, unicorns, teddy bears, and toy cars. They were all fuzzy and tiny looking toys that people would categorize as toys for a little girl, except the toy cars. The author didn’t focus on any other toy but showing them in the book showed that girls can play with robots and dinosaurs too. Girls are just portrayed to like dolls more.

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From emotional examples to aesthetically pleasing characters, this commercial really grabs the audience’s attention with babies. The commercial has a great visual of how anybody can be whatever they want to be in this world. The commercial states, “You’re the meaning of life, you are inspiration.” Once people see those babies dressed up as older people it makes people very happy and it doesn’t bore anybody like other commercials. The babies also have very good facial expressions mimicking the super bowl

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Robb brings up how toys have not always had gender specific marketing but the market back tracked between the 1970s and the 1990s and have continued since then. Robb then mentions many stores recent actions to tone down and remove gender-specific marketing from their stores. This includes Target’s removable of gender labels from their bedding and toy aisles. Robb than begins to include the idea of more qualified people than her. She includes author Jo Paoletti’s idea that girls don’t actually prefer pink but that they are taught to.

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Girls may not be able to understand the purpose and their potential in life. The way children learn social cognitive skills by imitating actions of their parents, the same way they learn to repeat the actions they see on television or other forms of media. Chakrapani’s states in her article that, “Nowadays dolls that require feeding, walking, nursing -- you name it -- are becoming more popular…but how about dolls that show girls the merits of being something more than a caretaker”(Chakrapani)? I support the point that Chakrapani makes.

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For example, the director asks, “When does ‘like a girl’ become an insult?” This appeal is showing the audience using “female” as synonymous with “weak” is damaging to girls. When it comes to strength, ability, and intelligence, women are viewed as inferior to men. The conclusion of the ad shows the young girls demonstrating their athletic abilities that may have been overlooked because they are girls. The emotional appeal draws in parents because they would never want their daughters to hurt by the phrase, and they could teach their sons not to use the phrase in a negative

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This paints a picture for society of how women are expected to be and portrays a sexist ideal of how women should act in a society that enforces the idea that women only exist for the convenience of others in a heavily male dominated society. The commercial enforces the idea that the man is always right based off of the wife’s interactions with her husband and Papa Eddie. The women in this commercial is clearly the victim in the situation and does not deserve to be treated this way, but society has conditioned women to believe that she is not the victim and that the unhappiness of her husband is all her fault which

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