Barbie image

Image

general impression that a person or an organization gives to the

Barbie’s story

1950s – appearance in the USA
1964 – Mattel bought out

Task: “to change the image”

Barbie
beautiful
rich
beauty icon
successful
careless

Problem: “Body proportions”

Solution

Make several popular-scientific projects:
TV show
Magazine articles
Radio program
revealing nonexistence of

Problem: “Body proportions”

Solution

Attraction of teenager models in advertisements

Problem: “Body proportions”

Solution

Younger sister with normal proportions

Problem: “Body proportions”

Solution

Barbie is sporty
Barbie is hardworking
And her sister too!
+ Launching

Problem: «Barbie is the symbol of prosperity»

Barbie is filthy rich

Barbie is

Problem: «Barbie is filthy rich»

The idea contradicts the official image.
Barbie should

Problem: «Barbie is filthy rich»

Barbie is an example to follow, not

Problem: «Barbie is pricy»

Barbie is affordable

Problem: «Barbie is silly»

Barbie

is smart

Problem: «Barbie is too feminine» - 1st solution

Barbie is for gender

Problem: «Barbie is too feminine» - 2nd solution

You can be as