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Why did Barbie succeed from the perspective of consumers' psychological needs and motives?
1959 On March 9th, Barbie was born. From this day on, she became a woman's spokesperson. She has a 50-year female image and even a 50-year social role change. ...

Another perfect you.

You don't like Barbie, you can even laugh at women who like Barbie, but you can't deny that no woman is as successful, so eye-catching and so desperately perfect as Barbie. She can be any image you want. Actually, Barbie with big breasts, fat hips and thin legs, 168cm, 50KG, 99-45-83. But don't think she is a man's doll. Barbie is not that shallow. If you carefully count the occupations of Barbie dolls, there are no fewer than 100. When Barbie studies became a special course in many American universities.

From 1959, when the first Barbie came out, she was not so confident today. At that time, women's rights and women's liberation had not yet become a social trend of thought, and women were not as powerful as they are today. RuthHandler created her just to make her daughter happy. Therefore, if you want to find a representative of Barbie dolls in the 1950s, people will invariably think of Marilyn Monroe, a beautiful woman and an unlucky person, and Monroe's big breasts and fat buttocks also made the original Barbie dolls. Barbie in that era, like Monroe, carried all men's imagination of women, perfect youthful appearance, exquisite curves, fashionable clothes and ever-changing shapes. Barbie was born for men and died for men like Monroe.

But later, Barbie caught up with the good times, and the rise of feminism created a new world for Barbie. Barbie's social significance is more profound. She wore a hippie headscarf and took part in the anti-war campaign. She has her own career-doctor, astronaut, dancer, etc. She is no longer a dream dew, but an era woman with specific independent social values. In the 1990s, Barbie began to go into politics, and 1992 became the presidential candidate of the United States. 1On May 26th, 997, Barbie wore the royal costume of China to celebrate the return of Hong Kong. 1997165438+1October 20th, Milan, Italy, dressed in D &;; Barbie in a G evening dress took part in a charity event to raise money for breast cancer patients. In 2000, she participated in the Olympic Games and cheered for the 27th Sydney Olympic Games ... Today, she is a social elite, a successful entrepreneur, a social activist, full of love and health, and even a volunteer of UNICEF. Today, she represents not a man's dream, but a woman's dream-in the vast world, women have the same choices as men, and Barbie, a "girl with thousands of faces", is the perfect dream that women have created for themselves.

After 50 years, Barbie is still young and beautiful, but she embodies the changes of women's liberation. We are lucky, we are women born in this era, spanning Barbie's 50 years. Times have given us more choices. We can choose to be housewives, strong women, money worshippers, politicians, scholars, or even just a sexy woman who likes Ye Pu. This is no problem. Each corresponding Barbie describes your dream more vividly and concretely. Of course, she will always be more beautiful and moving than you. Think of her as another impeccable you, enjoying yourself in this world.

The perfect goddess in the little girl's heart

After World War II, the middle class began to emerge gradually. With the rise of this class, their aesthetic concepts began to influence fashion. The middle class with relatively conservative ideas naturally regards the "standard" beauty image of blonde as an aesthetic template. At this time, something that will change human values appeared, which is the oral contraceptive. Contraceptive pills cut off the connection between "sex" and "fertility" in the public mind, and all the charm of women is attracted by sensory stimulation. In the middle class, which is already well-fed and well-fed, secret hedonism began to breed slowly. They dream of a mixture of angels and demons. From then on, women began to step down from the altar in charge of human reproduction and eventually became an indispensable "sexy" symbol in secular society.

Marilyn Monroe is the best representative of female images in this era. This young woman with blonde hair, beautiful face and childish voice can be said to have perfectly realized the female image in the eyes of the middle class. But even this is not enough. Marilyn Monroe is not satisfied with his natural appearance. In order to realize her dream of slim waist, she took out her two ribs without hesitation. Visually, the tight waist and abdomen reflect the fullness and roundness of her chest and buttocks. This is closer to the devil's figure on the basis of perfect figure, which undoubtedly gives the public the most powerful and imaginative visual impact and sexual suggestion, so she can become an instant hit in Hollywood with beautiful women and become the "perfect woman" in the hearts of men and women of that era.

The initial birth of Barbie doll can be said to be the product of this aesthetic. Blonde hair, breast enhancement, thin waist and long legs, which are almost impossible to achieve in the human body, have become Barbie's secret weapons to conquer the world. Since Barbie came out, she has become the perfect goddess in the little girl's mind. Barbie, who is 28 cm tall, is actually the children's longing for the future.

The spirit of independence is flourishing.

1963, betty friedan, known as the mother of the second feminist movement, published the book The Mystery of Women, which exposed the darkness and pain behind the typical image of "Happy Housewives" and was once imitated by millions of middle-class women. Thus, the second peak of the feminist movement came. This book is nothing less than a powerful bomb, mercilessly blowing a gap in those beautiful lies in the patriarchal society. Many empathetic women began to organize themselves to exchange ideas and life experiences, publish articles, set up publications, hold rallies and demonstrations, and oppose the long-standing discrimination against women in society in various ways. After more than ten years of struggle, the feminist movement finally changed the image of women's low status and dependence on others. Today, women who are active in international science, culture, economy and politics all benefit directly or indirectly from the vigorous feminist movement forty years ago.

Jane Fonda, a star born in 1937, is undoubtedly the best symbol of women's pursuit of independence in that era. She is not only superb in acting, but also won the Oscar winner of 1972 for her performance in Liuxiang and Grassland, and she has an independent personality that does not lose any man. During the Vietnam War (1972), jane fonda went to Hanoi to visit the children. Wearing a helmet, she took photos next to an anti-aircraft gun in North Vietnam, leaving the nickname "HanoiJane" from then on. Jane fonda is a radical supporter of the Democratic Party, because his views within the Party support * * * and his long-term relationship with james stewart and john wayne within the Party is tense. These two people are not only Hollywood superstars, but also friends of jane fonda's father. From these anecdotes, we can see that jane fonda is permeated with fearless feminist spirit.

In the 1970s, Barbie's greatest feature was her ability to talk and move her joints, which enabled her to participate in various new activities, including gymnastics, equestrian and ballet. It would be wrong to regard it only as a small trick of merchants. It marks that Barbie is no longer a beautiful vase, but can freely participate in a series of social activities, which embodies the core of the feminist movement. The fields that women can participate in are gradually expanding, and their personalities are gradually becoming clear.

If we discuss the female images in 1980s now, we will find that almost all the popular elements point to the professionalization of women. After the struggle in the 1960s and 1970s, more and more women can quit their housework, leave home and enter the workplace, and engage in jobs that can reflect their own values. At that time, it coincided with the peak of the Cold War, and the United States vigorously promoted the "Star Wars Plan". At the same time, the state made every effort to promote economic development, creating more job opportunities for American society and virtually inspiring women's work enthusiasm. Women in this era are proud of having a proud resume. They are willing to wear wide-shouldered suits, their hair is fixed high on their foreheads with mousse, and their briefcases fly around like flies. They have a strong aristocratic professional image, which has become the strongest voice for women to fight back against the patriarchal society, and even can be said to be rebellion in the highest sense.

I'm afraid I can't find a star like Madonna who is suitable for "rebellion". From 65438 to 0978, Madonna, then a sophomore, resolutely interrupted her studies and went to new york for development. 1983, Madonna published her first album "Madonna", in which the stinging hair, bare abdomen, miniskirts and religious decorations were impressive. Since then, Madonna has been marked with the word rebellious in every appearance. The blasphemous MTV, the autobiographical photos titled "Sex" and many striking marriages all seem to tell the world loudly that the power of women will never end.

Barbie entered the "big star era" in the 1980s and 1990s. From 199 1, a series of famous designers began to design clothes for Barbie: Dior, CK, Bilbras and King Vera cooperated, and Barbie could look down on other toys regardless of their commercial value or collection value. Like the continuous improvement of women's status in real life, the influence of Barbie, a classic female image, has reached a peak.