Bratz dolls have undergone a makeover. Apparently they are more ‘demurely’ dressed and have less makeup. While the dolls may be marginally less skankified in appearance (and it really is marginal), the values they project remain the same. As shown on the company’s website, the Bratz dolls are still presented as hot, thin and sassy, they like to “strut” and have a “passion for fashion” including 5-inch feet-crippling stiletto heels. They still convey a message to girls that their value is in their physical appearance, ability to attract (male) attention and buy into commercialised ideals about beauty and fashion. Here’s what I said about the so-called new-look Bratz on Channel 7’s Morning Show earlier this week.
[vimeo]http://vimeo.com/15144128[/vimeo]
See also Collective Shout’s blog post:
My original blog post about Lovable , examining its claims to want to change the culture on body image while running a new ad campaign featuring ‘hot’ Jennifer Hawkins, continues to get airplay elsewhere. It got a run on On Line Opinion yesterday.
Everybody’s Lovable, especially if thin, sexy and covered in icecream
According to its website, Australian underwear brand Lovable says it is “dedicated to changing the culture surrounding eating disorders and body image”. It does this “by using happy, healthy models in our campaigns and promotional activities and by continuing to design intimates that are not created to objectify women’s bodies …”
I’m sorry, but I’m a bit confused.
Because I don’t understand how you change the culture with advertising like this..
