Media tagged Femininity

Girl Toys Wordle

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This "word cloud" was created a writer named Crystal Smith and posted on her blog "The Achilles effect". The author analyzed 32 different commercials from several leading toy brands marketed toward girls -- including Zhu Zhu Pets, Zhu Zhu Babies, Bratz Dolls, Barbie, Moxie Girls, Easy Bake Ovens, Monster High Dolls, My Little Pony, Littlest Pet Shop, Polly Pocket, and FURREAL Friends. She then created this image based on the 432 words that were used in these commercials. The larger the word in the "word cloud", the more often it is used.

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Gisele Bundchen in Under Armour's "I Will What I Want"

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Supermodel Gisele Bundchen is featured in a 2014 women-focused Under Armour ad campaign series called “I Will What I Want.” Gisele’s athleticism and focus are demonstrated through the commercial, which shows her kickboxing and sparring with a punching bag while comments and criticisms about her flash up on the walls around her.

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Gold Bond Men’s Lotion ad: “Bees & Honey”

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This 2015 commercial for skincare brand Gold Bond features retired professional basketball player Shaquille (Shaq) O’Neal advertising Gold Bond Ultimate Men’s Essential Lotion. The ad starts with a closeup of Shaq holding the lotion, saying, “Think of Gold Bond’s Men’s Lotion as honey…” The camera zooms out as three women walk towards him, and he says, “…and here come the bees. Bzzzz.” The ad ends with another closeup of Shaq saying, “Man up with Gold Bond.”

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GoldieBlox and Rube Goldberg “Princess Machine” ad

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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.

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GoldieBlox - This is Your Brain on Engineering

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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?”

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