English Presentation Draft

Transcript

1. Charles Hester – Term One 2016
2. • Advertising has always been present in modern society • Misrepresentation of genders by the media manifests in everyday life • Children’s toy market especially powerful in establishment of gender roles in society • Most modern companies have improved so as to not to offend
4. • Gender neutral approach to marketing for young children • Lego was more about imagination, creation, learning than gender roles • Ad catches attention with bold headline and striking image, holds it by provoking thought
5. • Notion of gender-neutrality continues as children grow up • “Younger children build for fun … Older children build for realism. Lego Universal Building Sets will help your children discover something very, very special: themselves.” • Advertisement primarily targeted at parents
6. https://www.youtube.com/watch?v=ZEbJQmiZlEk
7. • Lego’s campaigns have degenerated over time, unlike most modern companies • Product line launched primarily to capture the female market • Most recent Lego products prior to Friends were highly male- oriented e.g. movie franchises • Ad catches attention with bright pink colours, flowery fonts
8. • Stereotyped female activities depicted in the ad • No male figures • Reinforces to young girls the life they should aspire to • Desire to buy the product to live up to what the media portrays as the modern world’s expectations of women
9. • Two ads radically different • Lego’s more recent ad and product caused disapproval and anger at its portrayal of females and marketing tactics • Absence of male figures promotes and reinforces ideas of gender separation and inequality • 1981 ad breaks trend of gender roles in advertising
10. • Likely easier to drop entire product line than attempt to rectify problems using new advertising • New product line; could focus more on imagination and children’s own creations, rather than predefined themes, messages, and gender roles • Lego needs to recognise the potential and demand outside of market-segmented gender-based toys and consequent advertising
11. • Polo, S 2014, What Does The Girl in the Most Internet Famous Vintage Lego Ad Think About Them Now?, viewed 24 February 2016, http://www.themarysue.com/girl-in-old-lego-ad/ • Day, L 2014, The Little Girl from the 1981 Lego Ad is All Grown Up, and She’s Got Something to Say, viewed 24 February 2016, http://www.womenyoushouldknow.net/little-girl-1981-lego-ad- grown-shes-got-something-say/ • Lego Club TV, LEGO Friends 2012 TVC, online video, viewed 20 February, https://www.youtube.com/watch?v=ZEbJQmiZlEk