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Lego Advertising Analysis

1089 Words5 Pages

The American dream: a husband-the breadwinner, a wife-the homemaker, two point five kids, and a house with a white picket fence. The wife is never pictured as the successful one, she is always dependent on the husband. A woman who earns more than her husband is seen as a threat to his masculinity. Thankfully, this notion is changing in today’s society. What is not changing however, is the lack of smart and womanly as coexisting descriptors. This is seen through multiple platforms, most notably media, such as advertisements. The 1981 Lego ad is more successful in showcasing young girls as inventors than the modern Heartlake City Lego ad, but neither is truly able to address the stigma that femininity cannot equate intelligence which the recent …show more content…

They do so by beginning the ad with two older girls, probably around 13 or 14 years old, which is the appropriate age for the product’s intended audience to see as role models. The video then moves onto a speed-lapse of the set being built and eventually zooms into two lego girls identical to the actresses shown earlier. Building the set in a speed-lapse style demonstrates how Lego is targeting girls with less interest in creativity. They do not care how the set was built, nor is it important to them to be able to manipulate the parts and create a new set. The lego girls go to various shops and spend lots of money, the blonde doll pays using a 100 dollar bill in one scene (Heartlake Shopping Mall-LEGO Friends). This frivolous spending appeals more to middle to upper class families who have the extra income to spend in such a manner. The commercial and the product both have a predominantly pink, purple, and yellow color scheme which are all seen as traditionally feminine colors. Thus, Lego is now reinforcing the stereotype that women who are interested in traditionally female ideas are only capable of spending money and going to salons, instead of creating new technology or being productive citizens. This idea is reinforced on their target audience who are young girls and very

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Ellen and Sofia’s commercial uses humor to sell their product. Queen Latifah tells her audience that they can save time and money by using the product she is advertising because it can save them time and money (Queen). They also use the tagine “Department store beautiful for less” (Drew). They are trying to convince the audience to buy the product by saying that it is just as good as department store brands, and it is cheaper than the department store brand. It is good quality makeup for less.

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898 Words | 4 Pages

In her article “When Kids Play Across Gender Lines” CNN reporter, Emanuella Grinberg uses many elements to show why we should remove gender-specific toy marketing. Grinberg uses both fact and stories to develop her argument. Both of the stories Grinberg uses in her article support my argument that gender-specific marketing harms kids because it can ultimately lead to kids getting bullied. Her first story comes from author of Calling on Toy Retailers to Eliminate Gender-Based Marketing, Carrie Goldman. Grinberg then uses multiple points from Goldman’s book to support her argument.

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285 Words | 2 Pages

Always Commercial: “Like a Girl”. The Always “Like a Girl” commercial is an empowering television advert that sensitizes on the battle of confidence among girls in their puberty period by using the Always sanitary pad platform. This text is effective in using ethos appeal to convince the society of the need to stop crushing the girl’s confidence by using the phrase “like a girl” to imply they are weak or fall short in doing things. When the young girl in a pink dress states that to run like a girl for her means “run fast as you can”, she appeals to the audience’s emotions by changing the narrative of what it means to run like a girl.

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715 Words | 3 Pages

Ms Slaughter admits that women, who “define the nature of masculinity as much as other men do…have to find and embrace an image of a man who can care for children; earn less than we do; have his own ideas about how to organize kitchens, lessons and trips; and still be fully sexy and attractive as a man.” Ms. Slaughter offers some valuable suggestions for employers. She publicize the success of work environments, which have let staff work whenever and

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957 Words | 4 Pages

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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808 Words | 4 Pages

Women and Men in Today’s World We live in a world where women and men have to choose whether they are going to have their dream job, or have their dream family. Neither men, nor women have the opportunity of having both; there are still some things that limit us from having it all. By comparing and contrasting Anne Slaughter’s essay on “Why Women Still Can’t Have It All,” and Richard Dorment’s essay “Why Men Still Can’t Have It All,” we find reasons on what they think limits people on having both the dream job and dream family with all the accruing benefits.

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428 Words | 2 Pages

One hotly debated political question is the status of women in America, specifically when it comes to equal pay. The post-inauguration Women’s March in DC, for example, was filled with posters demanding equal pay for women; with that being said, Audi’s ad for the Super Bowl is one of the best yet for this year. The ad features a young girl competing against boys in a soapbox derby car race while her father’s voice asks questions about the world his daughter is growing up in. “What do I tell my daughter? Do I tell her that her grandpa is worth more than her grandma?

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1011 Words | 5 Pages

Because the participants do exactly what is expected when told to “run like a girl,” this gives credibility to Always. The end of the ad shows the young girls, as well as the women, giving their best abilities at their sports. This gives more credibility to Always because it shows that a positive message from females can have a strong impact on young

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1652 Words | 7 Pages

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1856 Words | 8 Pages

A model who is thin, white, and blonde. The ad uses what is universally desirable by men to showcase what a “princess” must look like, that is to say if a woman looked like the model, then she is worthy of rewarding. Moreover, the ad uses three of the Disney Princesses who are the ones surrounded most by domesticity and submissiveness. White women are presented as submissive because submissive is considered the most desirable. To a man watching, he sees the suggestion that if the woman in his life looks like the model and acts like the model, then he is clear to invest in her.

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490 Words | 2 Pages

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727 Words | 3 Pages

Men, just as in advertising, are also much more likely to be an attorney, an executive or have a higher education than women. The representation of gender in movies shapes imaginations and stereotypes and they teach young girls and boys about the way society sees them: the ‘roles’ they should fulfill, their worth, the way they should

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1082 Words | 5 Pages

The Public Service Announcement that we made was meant to show and describe Health and Wellness of a teen through the retro perspective of a male protagonist undergoing a serious stressor, affecting him from sustaining a healthy lifestyle. The entire plotline follows the character development of the protagonist from a happy individual and literally falling into bad habits like overeating and excessive sleeping. The target audience can see the different media techniques and artistic choices used like the resemblance of music to make the actor seem relatable and describe real-life issues. The PSA is meant to show the revolution of a teen falling into bad habits hence the title is called “Gravity.” But, the story doesn’t just show the character

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512 Words | 3 Pages

The “What Girls Are Made Of” Nike advertisement is inspired by a popular Russian song titled, “What Girls Are Made Of.” Judging by the title, the commercial is clearly geared towards girls, more specifically girls who are interesting in athletic activities and sports. While Nike’s objective is to sell its sports wear, it also sells an empowering message that defies stereotypes through the effective use of rhetoric. To begin, the advertisement begins in the setting of a stage and a large audience listening in agreement as a little girl in yellow charms, “Girls are made up of flowers, and rings and gossip and marmalade.” These are just few of many belittling stereotypical descriptives for a girl.

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1217 Words | 5 Pages

In many societies and depending on their cultures, men and women are seen equally and may share the same roles in the household or even a stay at home father and the mother being the breadwinner. In modern family, Phil and Claire share the responsibilities with both working and both looking after the kids. The gay couple, Mitchell and Cameron who has an adopted daughter, together they learn what roles they should take on but not being gender specific when raising their daughter and the dynamics in the household. In many families today, dual earning families increased and not just the male who goes to work but females as well and follow their dreams like furthering their careers. “In the 21st century within households two pay-checks have become essential for most families to maintain even a modest standard of living in order to provide” (Walsh, 2012:11).

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