Dora’s Disappointing Makeover

Posted on March 7, 2009 at 4:00 pm

Here is the opening paragraph of a new press release:
Mattel, Inc. (NYSE:MAT) and Nickelodeon/Viacom Consumer Products (NVCP), announced today that Dora the Explorer™ is growing up! The companies have introduced a whole new way to look at Dora for girls five years and up. This groundbreaking initiative, featuring fashion dolls and accessories, is a completely new brand extension that empowers girls to influence and change the lives of Dora and her new friends. It’s innovative, diverse, wholesome, bi-lingual and entertaining.
“A whole new way to look at Dora” and “a completely new brand extension” both translate to “more things for us to sell,” of course. And my heart sinks to hear of plucky little Dora being turned into a “brand extension” “featuring fashion dolls and accessories.” So Dora is going to turn into Barbie now, all about what she wears and has instead of what she does and what she learns?
Judy Berman wrote on Salon’s Broadsheet that this makes the new middle schooler Dora “with a whole new fashionable look” sound like she’s becoming a Gossip Girl.

(S)tarting this fall, for the not-terribly-recession-conscious price of $59.99, your five year old will also be able to buy an older, doll version of the character. Though Mattel and Nick are waiting a few months to reveal exactly what she’ll look like, a bizarre silhouette accompanying the press release shows that, at the very least, Dora will have long hair and be decked out in a short skirt or dress and a pair of flats.

Berman does not think this will go over very well with kids. “You can put a skirt on Dora and cinch her waist, but by the time kids reach kindergarten, they may well think of Dora as ‘baby stuff.'” But the authors of Packaging Girlhood: Rescuing Our Daughters from Marketers’ Schemes, Lyn Mikel Brown, Ed.D and Sharon Lamb, Ed.D, have put up an online petition calling for Mattel and Nickelodeon to halt Dora’s makeover.

What happened? FIRST it was Dora’s Magic Talking Kitchen, THEN Dora Princess, THEN Dora Babysitter in her cousin’s show, NOW DORA TWEEN.

Alas, we saw the signs. The cute flower lip gloss, the pinkified look, the sudden separation of Dora and Diego shows…What next? Dora the Cheerleader? Dora the fashionista with stylish purse and stilettos? Dora the Pop Star with Hoppin’ Dance Club and “Juice” Bar? We can expect it all, because that’s what passes as “tween” in the toy department these days….

We know that if the original Dora grew up, she wouldn’t be a fashion icon or a shopaholic. She’d develop her map reading skills and imagine the places she could go. She’d capitalize on those problem solving skills to design new ways to bring fresh water to communities in need around the world. Maybe she’d become a world class runner or follow her love of animals and become a wildlife preservationist or biologist. We’ll never know because the only way a girl can grow up in tween town, is to narrow that symphony of choices to one note. It’s such a sell out of Dora, of all girls.

I agree. It’s a sell-out of Dora and of her fans, another example of popular culture promoting the idea that any girl over age 5 doesn’t care about anything but how she looks.

Super Bowl Ads — Not Family Friendly?

Posted on January 31, 2009 at 8:00 am

Many families have Super Bowl traditions as the generations gather around the television to watch the biggest football game of the year. It gives families a wonderful opportunity to share their interests and histories and to talk about the skill, determination, teamwork, practice, and courage that go into competing at that level.
Unfortunately, the ads, which have generated almost as much press as the game itself, can lead to a whole other kind of family conversation and not one many parents welcome. Every year, I hear complaints from parents who find themselves getting questions about ED or who find their children imitating the silly or hyper-sexed behavior from alcohol ads.
Common Sense Media has a new report based on a review of the ads in over 50 games with more than 160 hours and more than 5000 commercials.
They found:

1 out of every 6 commercials shown contained messages and images that were inappropriate for young kids.
40% of the games included advertisements for erectile-dysfunction drugs (Viagra® and Cialis®)
More than 500 of the ads involved significant levels of violence, including gun fights, explosions and murders.
300 of the ads were for alcohol.
80 of the ads included significant levels of sexuality, including scenes about prostitution and strippers.
Nearly half (44.7%) of the violent and sexual ads were promotions by the networks for their own programs.

94% of the mothers polled said that they were concerned about inappropriate television commercials during pro football games. And at least one father agrees:

“I wasn’t too happy with ads for erectile-dysfunction drugs popping up every 15 minutes whenever I watched a football game with my daughters in the room.”

President Barack Obama,
The Audacity of Hope, 2006

The report, called Broadcast Dysfunction: Sex, Violence, Alcohol, and the NFL is well worth reading. And Common Sense Media’s site has something even more important — a direct link to send the NFL a complaint using their draft text or your own words. If this is a concern for you and your family, I urge you to let Commissioner Roger Goodell know how you feel.

Ads on Tests

Posted on November 29, 2008 at 12:00 pm

A teacher whose budget would no longer cover the expense of printing out his math tests has resorted to selling ad space on calculus quizzes and exams.
Rancho Bernardo teacher Tom Farber says that his budget for print-outs is $300 but the costs are $500. Rather than pay the difference out of his own pocket — or cut down on the number of tests — he is selling small ads to local businesses. “Brace Yourself for a Great Semester!” says one ad from a local orthodontist. Some ads are taken by parents. The ads cost $10 for an ad on a quiz, $20 to appear on a chapter test and $30 for a final exam.
I am sympathetic to the enterprising teacher and to the school administration that chose to cut expenses rather than personnel. But does anyone think that this is a good idea for the kids or the advertisers? Do the kids need the distraction of ads when they are trying to focus on a test? And do advertisers really think they will inspire warm feelings for them and their products if they are associated with the stress of crunching equations for a good grade?
Thanks to fark.com for the reference.

Related Tags:

Advertising Marketing to Kids Teenagers

Inappropriate Trailer Shown Before ‘Twilight’

Posted on November 24, 2008 at 4:45 pm

Critics usually do not see trailers in our special screenings, so many thanks to the commenters who brought this problem to my attention. Some “Twilight” fans are seeing the disturbing trailer for “The Unborn” before the movie.
The choice of trailers is made by individual theater owners and managers. In general, they usually try to make sure the movie they are advertising will appeal to the same audience. It is unthinkable to me that anyone who knows what “Twilight” is about — a tender love story and the triumph of better angels over base desires — would want to show that audience a trailer for a film about a demonic spirit.
Parents should check with the theater manager to make sure this trailer will not be shown when they decide where their teenagers will be seeing “Twilight.” And I also recommend a protest to the authorities:
National Association of Theatre Owners
750 First Street, NE
Suite 1130
Washington, DC 20002
Tel. 202.962-0054
Fax: 202.962-0370
E-mail: nato@natodc.com
Office of the Chairman and CEO
Washington, DC
1600 Eye St., NW
Washington, DC 20006
(202) 293-1966 (main)
(202) 296-7410 (fax)

Doctor Group Objects to Smoking in Movies for Kids

Posted on November 11, 2008 at 10:00 pm

USA Today has a story about smoking in movies:
A new study by the American Medical Association Alliance, the volunteer branch of the AMA, finds that over the past six years more than half of the movies geared toward children feature characters smoking. In more than a quarter of the movies, actors light up cigars.
The study’s own figures show that while the majority of PG and PG-13 films show characters smoking, it has decreased since 2007, when a stricter rating policy from the MPAA went into effect.
MPAA spokesman Seth Oster takes issue with the study. He says his organization’s own four-year analysis of 3,400 films found that of the 1,938 movies that featured smoking, 75% were rated R. In addition, he notes, the MPAA has added phrases such as “glamorizes smoking” and “pervasive smoking” in its ratings. “We have incorporated smoking as a factor on par with other issues like language, violence and sexual situations,” Oster says. “The motion picture industry takes very seriously the issue of smoking in films.”
The AMAA and American Lung Association would like an R rating for any film with smoking unless it is a biographical film or a movie addressing the dangers of tobacco.