BARBIE CULTURE

Book ID/图书代码： 10350008B29990

English Summary/英文概要： This book uses one of the most popular accessories of childhood, the Barbie doll, to explain key aspects of cultural meaning.
Some readings would see Barbie as reproducing ethnicity and gender in a particularly coarse and damaging way - a cultural icon of racism and sexism. Rogers develops a broader, more challenging picture. She shows how the cultural meaning of Barbie is more ambiguous than the narrow, appearance-dominated model that is attributed to the doll. For a start, Barbie’s sexual identity is not clear-cut. Similarly her class situation is ambiguous. But all interpretations agree that, with her enormous range of lifestyle `accessories’, Barbie exists to consume. Her body is the perfect metaphor of modern times: plastic, standardized and oozing fake sincerity.

Chinese Summary/中文概要： 一个玩具为什么成为了几十年的流行符号？从芭比娃娃的50年品牌历史中或许可以找到对于品牌、时尚、文化营销的元素。 芭比娃娃卖的不是玩具，而是玩具象征的文化附加值。芭比娃娃受到欢迎的原因在于其已远超玩具的定义，成为一个不朽的文化符号，这个玩具承载了让所有的女孩子都意识到她们能够成为自己梦想成为的任何一种人的梦想，引领人们扮演各种角色，充分满足了人们各种想象。并代表了女性拥有同男性一样的选择权，这种品牌形象能在情感上打动及深深地吸引着很多女孩及其父母。 正如美泰公司１９５９年推出的首个芭比商业广告歌中唱的那样：“芭比，美丽的芭比，我希望我就是你。”相比较而言，并不是所有的玩具品牌都有这样长远的品牌目标，如何给玩具赋予品牌附加价值，芭比娃娃提供了一个更好的参考教材。(RY)

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Format:电子手稿

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