is seven years old and loves to play with dolls. In fact, she has more than 20
Barbie dolls and lots of clothes and accessories, including three cars, a house
with furniture, and an airplane. Mattel, the manufacturer of Barbie, also sells
many other products with the Barbie brand, such as games, notebooks, and girls’
clothing, to name a few.
Part A:Amy saw a commercial on television for a
newer Barbie house than the one she currently has, and of course, she wanted
it. Advertising has been criticized because it is used to drive people to feel
a need or want. What is this called and why is advertising criticized?
Part B:One ad for Barbie shows an animated
Barbie character diving off of a diving board doing flips and twists before
landing in a pool. The commercial was advertising a Barbie doll with a diving
board that can be attached to the side of a bathtub. Amy begged her mother for
the doll and got it, but she was very disappointed when the doll did not
perform as she had seen it perform in the commercial. She realized she had to
hold on to the doll to make it flip around and dive into the water. What was
wrong with this ad?
Part C:What self-regulatory agencies would
likely be interested in evaluating advertisements for Barbie?
Part D:Amy’s mother limits Amy’s television
viewing time because she feels there is just too much advertising influencing
her child to want more stuff. However, there are restrictions regarding
advertising toward children. Briefly name and describe the laws and regulations
specific to television advertising targeted at children.