These boys and girls children’s pajamas were sold at Target in 2014. Both have the superhero Superman’s emblem on the chest, but one is black with grey and white stripes and has the words “Future Man of Steel” printed in bold black lettering, whereas the other is light pink with grey stripes and has the message, “I Only Date Heroes” printed in glittery silver lettering.
This 2103 advertisement is for GoldieBlox, a toy company that makes engineering toys for girls with the mission of getting girls building. The company was founded by Debbie Sterling, a Stanford University trained mechanical engineer who wanted to “disrupt the pink aisle” and provide girls with more options for toys beyond dolls and princesses. The ad shows three girls watching a stereotypically girly and pink television advertisement with unimpressed looks of boredom and inability to relate on their faces. The background music changes as the girls grab tool belts, hardhats, and safety goggles, and are then shown participating in a complex Rube Goldberg “Princess Machine,” where a series of deliberately engineered chain reactions turn objects from the inside and outside of the house into a fun, complex contraption used to ultimately change the channel from the stereotypical tv commercial at the beginning of the ad. The new commercial the girls see shows Goldie the cartoon character from GoldieBlox who is a kid inventor that loves to build, and advertises the company’s engineering toys with the tagline, “toys for future engineers.” The video ends with the three girls in the living room where they started, wearing the tool belt, hardhat, and safety goggles and standing with arms crossed and expectant looks on their faces.
This 2014 advertisement for GoldieBlox, a company that makes engineering toys for girls, seeks to encourage more girls to go into engineering and related fields, as opposed to only focusing on playing as or becoming “princesses.” The video opens with a girl wearing a white lab coat and butterfly wings over a lavender dress, holding a frying pan and egg, saying, “this is your brain.” She puts the egg on a conveyer belt and the egg travels past a scene with vanity counters and makeup chairs in the background. Her voice says, “this is your brain on princess,” and the egg pauses and is “made up,” with eye shadow, eyelashes, blush, lipstick, a wig, highlights, and a tiara. The made up egg then continues to travel along the conveyer belt past a post it note with a message on it: “at age 7, girls begin to lose confidence in math and science,” and then moves past another note, “at age 13, over half of all girls are unhappy with their bodies.” The egg then falls off the conveyer belt. As the egg slowly falls, the girl’s voice is heard saying, “This is your brain on engineering,” right as the falling egg is caught by a basket on a small Ferris wheel with another note on it: “engineering jobs are growing faster than all other jobs in the U.S.” The egg travels through the Ferris wheel and up an elaborate zip line and mini rollercoaster, passing another note, “female engineers earn 33% more than women in other fields,” and “only 13% of engineers are women.” The egg’s journey ends as it disappears into a small building, where there is a cracking sound and a baby chick appears through the open door, next to another post it note that reads: “girls are more than just princesses…they are our greatest resource.” The girl from the beginning of the commercial is seated nearby, picks up the chick, and asks, “any questions?”
In this back-to-school commercial, the Sephora cosmetic company promotes its line of Hello Kitty products. A female student appears bored and disinterested in her studies, as text appears on screen: "Studying is more fun when glasses come with glamor." Much to her delight, the girl opens her desk to unveil a plethora of Hello Kitty brand cosmetics. Soon, she lets her hair down, changes into a black catsuit, erases mathematical formulas from the chalkboard and searches out a fashionable scarf from her bookshelf, which she fashions into a bow. The commercial ends with a title card stating, "Pretty Smart. Hello Kitty," along with a checklist of Hello Kitty cosmetic products that make up a "Back to School Beauty List."
H&M Close the Loop video is an advertisement for the clothing company’s sustainable fashion through recycling clothes campaign. The ad features a diverse representation of models that are different sizes, ages, genders, sexualities, religions, races, ethnicities, varying degrees of able-bodiedness, and people wearing and presenting their hair - including under arm hair, beards, and head hair - in different styles. The ad features a voice-over saying commonly stated and sometimes contradictory fashion rules and advice while images of diverse, fashionable people in various settings challenge assumptions about these rules. The ad closes with text urging people to leave unwanted garments in any H&M store so that the company can reuse or recycle them into new clothes.