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The Barbie dolls market has undergone drastic changes as the world has posed new beauty standards. Especially gender and sex issues were put forward with the influence of feminism and other movements. In the given picture, a Barbie doll is wearing a suit, a tie, and a bowler. She is holding a microphone, and her look reminds that of a jazz singer. Back then, it could have seemed controversial as no woman would wear male clothes. On the contrary, nowadays, it is common for females to look elegant even in a suit. Gender stereotypes have evolved since the beginning of the last century; however, some individuals still judge what others can wear based on their sex. Therefore, the Barbie image is still used in marketing to address such biases and show that the world is changing.
The first image addresses the same characteristic – regardless of gender, people can wear anything they like. In addition, it concerns same-sex marriage, which is gradually becoming a new standard these days. Further, the second image also addresses women’s right to choose their clothes and outfits regardless of society’s opinions. What is more, the second Barbie also shows that females are encouraged to select a profession or hobby they want – even if it is seemingly a men’s sphere.
In the third picture, a gender-neutral Barbie doll represents the same feature but in a different way. Unlike female and male Barbies, the neutral gender shows the tendency to choose one’s own sexual identity. Finally, the fourth image demonstrates the same product, but it is manufactured for a different target audience – rich people who collect dolls and couture clothes miniatures. Whereas the previous samples were created for mass consumption, the last one is costly and may be limited in production. Therefore, one item can demonstrate the same characteristics in multiple ways and be intended for miscellaneous audiences.
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