Media criticism

Superbowl XVLIII Ad: GoldieBlox

This ad is for the new girls-only construction toy startup, GoldieBlox. On the surface, the commercial empowers girls to participate in engineering ventures through the revolutionary act of constructing a powerful, pink rocket. Unfortunately, the company combats the fact that STEM fields are disproportionately dominated by men through the gendering of the products (i.e. red,pink, and lavender packaging).  The commercial’s message may seem empowering, but I find it to be just as stereotypical as the commercials for trucks and beer.

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