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Advertising and Marketing

Goodbye, Barbie. Hello, Bratz.

If the doll industry is any measure of today’s commodified standard of beauty, assimilation is out and multi-ethnic is in. Forty-eight years have passed since Barbie came to represent the ultimate American fantasy: a leggy, blonde-haired, teeny-waisted preeminence of elegance, with a flamingo pink sports car and Ken by her side. Despite Mattel’s attempts to recreate and diversify Barbie’s identity to reflect social trends and more eclectic “girl” activities, Barbie has had trouble keeping up with the times, even if she does wear a tallit.

Boyfriend Trousers? I Want Jewess Jeans.

Yesterday after work, I went on a search for a birthday gift for a 16-year-old girl. After looking at some books, crafts, scarves and jewelry (from the Fair Trade stores in town), I decided to take a peek in the GAP. Right in the entry way of the store, front and center, was a stand (accompanied by a large sign) displaying the GAP's newest khaki merchandise: "boyfriend trousers" and "tailored boyfriend". Both kinds of "boyfriends" are rather baggy, heavily starched, and seem to ride the hips of the models lucky enough to have them.

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Jewish Women's Archive. "Advertising and Marketing." (Viewed on September 25, 2018) <https://jwa.org/topics/advertising-and-marketing>.

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