The campaign is aimed at young girls due to the stereotype of pink being connoted towards females, young girls in particular. The "lavish" lifestyle of pink barbies....
secondary audience young girls who look back on their lives in their dreams and how they've changed due to societal norms that audience, incorporate ads into kids tv shows, make children take adults to come
key message
Key messages of the campaign and film are to inspire young girls to be who they are (the slogan "you can be anything" connoting that) and to also teach young boys that girls can do just as much as boys can, breaking the toxic gender stereotypes that are enforced onto children from a young age.
demographics
Social groups are used in promoting gender equality through the denotation of Barbie in power, for example the mayor. As well as her being a WOC, challenging racial stereotypes, and promoting post-colonialism. Although in the campaign (billboards etc.) Barbie is very conventional, and sticks to stereotypes, denoting through the actor, Margot Robbie, being a white women with blonde hair and blue eyes who is the protagonist. Also, Warner Bros used lots of the barbies in the campaign in the billboards, trailer, and posters which denotes the diverse nature of barbies, being all different. This creates verisimilitude, denoting the multi cultural society we're living in. Furthermore, the film and campaigns (the trailer especially) breaks gender stereotypes as boys are shown to be inferior, due to them always being seen with their barbie, connoting that they are nothing without their barbie. This reverses toxic gender stereotypes of women conventionally considered to "need" a man in order to succeed. Also, in trailer, are the Kens who are anti-stereotypical men, fighting ("beach off") which reverses them back into stereotypical roles, as well as Ken's need for power.
logistics
The campaign begun with slowly introducing the cast, through the circular posters stating "this is..." then assigning the cast with roles. Then Warner Bros begun incorporating barbie in everything, for example Xbox controllers. They also used celebrity endorsement, involving using celebrities to promote their new film, through their star-studded, ensemble cast. Also the soundtrack that was released alongside the film had some celebrity endorsement due to big artists like Billie Eilish, or Nicki Minaj being featured and making music videos for their Barbie themed song.
legal and ethical issues
There's a few ethical issues with the campaign of this film, as well as things that Warner Bros would've had to consider. For example the main characters are faces of the brand Margot Robbie and Ryan Gosling being white people which isn't very progressive as it implies only white people can become this successful, reinforcing incredibly hateful rhetoric on POC. although, Warner Bros employed a Hispanic actress to portray one of the protagonist's parent, which denotes a multi-cultural society, breaking down some possible ethical issues. America Ferrara's character is in a high position in Mattel, despite being having a stereotypical job role as a receptionist. For legal issues, all people involved would have had to sign an NDA to not talk about the upcoming film, as well as the company of Mattel. Also, Warner Bros had to get Mattel to sign a licensing agreement that allowed them to use their characters, due to Mattel already being a pre-established and well known brand.
enforce the key message
The media used in this campaign enforces the key messages through lots of ways. For example, its billboards denoted barbie as a powerful figure which inspires young girls who look at barbie as inspiration and as an ideal self. Also the slogan used in the advertising launch campaign "you can be anything" inspiring everyone, mostly young people who seek inspiration.
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