Advertising and Persuasion

24 Nov

The newest ad for Goldie Blox has been making quite a splash with the way it transformed the decidedly misogynistic Beastie Boys song, “Girls” into a tribute to girl power.

The commercial got me thinking about how advertisers attempt to persuade us to buy their product.  Usually it’s by convincing us to think a certain way.  For years, Barbie has been sharing a message that girls aspire to be beautiful, have accessories, and a boyfriend with a cool convertible.  Goldie Blox is trying to change the message, with a pretty clear “sayonara” kick to the old stereotype about girls only playing with dolls.

When we talk about visual literacy, being savvy viewers of advertising is one of the things I think of.  Educated consumers should be able to pick apart an advertisement, analyze what the company is claiming, and then decide if they agree.  For example, in the Goldie Blox commercial, there’s a clear pitch that girls want to be builders, innovators, and inventors.  But there’s a subtler message too–they want to do it while still being girls.  The colors of the product are pink, yellow, and purple.  Goldie Blox comes with a cute female heroine and a book about how she has to engineer different systems to save the day.  When I watch the commercial, I think it’s about girl power, but also about the fact that science, engineering, and math can be feminine.

Originally, I thought it would be fun to compare and contrast the version of “girls” in the video with the original, but after looking up the lyrics in the original, I changed my mind.  Maybe better to save that analysis for the adults in the room :).

You can also look at different ads in a similar theme.  You can use one of the earlier ads for goldiblocks to again look at how they are dismantling the traditional stereotype of girls toys:

Or you can compare and contrast it with a typical barbie commercial.  Here’s the original commercial from 1959:

Notice the emphasis on “beauty,” “slim,” and the close up on the barbie dressed for her wedding when the song says, “I want to grow up exactly like you.”  Not exactly the same message is it?

Or this 2013 commercial starring Hilary Duff.  The motto is “be who you want to be,” which in Barbie world means pick the colored highlights and outfit you want.

Commercials like these are an engaging way for students to look at how people can use images and words to appeal and send a message.  I might use these to launch a reading unit on persuasion, and then mix and match in some print ads and billboard slogans before moving into some full textual pieces.

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