The Old One
In this version of the Barbie add, it is evident that Barbie embodies the cultural assumptions and expectations of women in that era. As Barbie is portrayed as a beautiful, poised and elegant woman, strongly demonstrating the cultural expectations and assumptions of women. It is obvious that during that time women had to be poised, elegant and beautiful. Within the add it is explicit that every girl should want to aspire to be like Barbie, this is evident in the lines "Some day I'm going to be exactly like you..." and the line "I'll make them think I'm you..." these lines position the audience to see Barbie as a positive role model. However Barbie is not seen as a career woman or even help instil mothering skills, which seems odd for that time. This
New One
In this version of the Barbie add she is given a sense of empowerment as the opening line is "I can be...". The slogan positions the audience to believe that they can be anything and creates that cultural assumption that women can be anything. Instilling in the Barbie buyers that (often young children) they can do anything. Barbie then becomes almost a feminist symbol as Barbie is portrayed as a women that has a jobs that men can have. However in this advertisement Barbie instils more mother qualities than the previous one as she is constantly looking after kelly.
