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Thus, the ad is carefully constructed to appeal to girls and to stimulate their persuasive abilities. The presence of the beloved and popular American Girl Dolls at the bottom of the ad adds to this appeal, as well as links to the doll-selling site. But ultimately, the ad really appeals to American girl's mothers who wish to create an idealized image of girlhood for their still innocent children. This is an image of American girlhood, that may never have existed but which many mothers would like to provide for their children. They mothers are, American Girl, hopes willing to pay richly for their children's images of spring innocence.
Despite the ad's placement on the international medium of the Internet and the expanding base of the company, the whiteness of the girls and the green, pastoral landscape they inhabit does not appeal to a wide demographic segment -- largely prepubescent girls and their mothers, one might assumed. How many ten-year-old girls interlink arms and play 'ring around the rosy' one might ask, or wear pigtails, at least without adult prompting? American Girls is a Midwestern-based company that is small, but increasingly...
However, the segment of this ad campaign seems to be identifiably white and midwestern. Its breadth of appeal is somewhat questionable -- even in terms of the 'begging' factor, appealing to girls, the clothing has no echoes of a 'big sister' fashion forwardness, other than its relative unfussiness and comfort in terms of the dress style.
Over all, the whiteness of the America portrayed exists in lesser and lesser numbers, as well, another questionable aspect of the marketing segment. Even the faces of the dolls are more diverse, encompassing African, Asian, and Latino faces, yet the clothes seem to be culturally and demographically limited to an Easter-celebrating, white, and suburban market. Given the international medium of the Internet, the presence of American Girl in most major cities, and the popularity of its nonwhite dolls, this ad campaign's segmenting seems questionable at best.
Works Cited
Outfit and Extras for Girl's Splash." (2005) American Girls Website. Retrieved 20 Feb 2005 at http://store.americangirl.com/pls/ag/ag_gr_splash?catid=73908
Works Cited
Outfit and Extras for Girl's Splash." (2005) American Girls Website. Retrieved 20 Feb 2005 at http://store.americangirl.com/pls/ag/ag_gr_splash?catid=73908
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