Tag Archives: Advertising Campaigns

I watched this video blog over the weekend on Women in video games and was inspired to write this post. I never took the time to think of how bias video games truly are. I also want to state I am not a feminist, but I do however believe in equality of rights.

Feministfrequency argues the issue that video games traditionally have been based around a male super hero saving the princess.  Did you know that only 4% of women have a leading role in video games? Video games have reinforced the idea that women are weak and or in need of protection from men.  Men on the other hand are portrayed as strong and superior.

So in 2006 Super Princess Peach was released… I have to admit love the commercial.

Sadly do you know what her super powers were? Ready? Joy, Gloom, Rage and Calm. Apparently this was to emulate women’s rapidly changing moods.

Joy: Peach becomes very happy and becomes enveloped in a powerful cyclone with musical notes, allowing her to fly, gust fogs and clouds, turn windmills, push down fountains, hit blocks above her and blow enemies away. However, she will not be enveloped in a cyclone while flying. With this power, she can fly in the wind in some stages. She can also use it to break open flying bags that contain mostly the coins and sometimes the hearts and the vibe crystals, splash bits of Blooper’s ink thrown in the air, spin Kamek’s head and slow down her falls as an easy use. However, some areas feature spores that stop her flying abilities, requiring more traditional platform methods to reach, but she can go up platforms that are vertically close. It also quickens the tempo of music with higher notes and a very happy tone. (Yellow Heart)

Gloom: Peach will cry, making her run faster, jump farther, and inflict damage to enemies on the ground. The stream of tears that gets scattered while she is crying can also be used to water certain obstacles, such as helping a small sprout grow into a long tall plant which she can use to climb and reach higher places. When the tears hit the ground ceiling or walls, sparkles appear beneath, above or next to them. This power can defeat the Nipper Plants and Cheep-Cheeps, extinguish flames, strike all blocks at once, wash away Blooper’s ink on the ground and push heavy chained balls and inflicted enemies. It also slows down the tempo of music with slightly lowered notes and a sad tone. (Blue Heart)

Rage: Peach will become enraged and catch fire with a big blaze, making her invincible, burn enemies and other objects, and able to cause earthquakes whenever she lands. However, she cannot run fast and won’t be able to jump far. This power can scare away the Boos, fishing Lakitu ghosts and flocks of bats, push down switches and stone monsters, melt snowmen and ice, light up lanterns with illumination in dark places and break open flying bags. It also slows down the tempo of music with severely low notes and the music gets an angry tone. (Red Heart) Calm: Peach will calm down, become delighted and a “bubble” will appear, surrounding her. This restores health. This bubble will break if hit by anything hazardous, thus stopping the healing process. She can still move and attack whenever she’s under this power. It also changes the keys of music into higher notes and a happy tone. (Green Heart) [http://en.wikipedia.org/wiki/Super_Princess_Peach]

What kind of crap is this? And why do we allow it?


Can’t a Princess be a Warrior? Video Game Analysis.

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Interesting New Lego Ad Campaign

Why not create a campaigned based on imagination and creativity, through the eyes of your target market…yes, 4 to 12 year olds. Lego has joined with Perieira & O’ Dell (New York Advertising Agency) to do just that.

Light, Fun and free to interrupt as you will, the four page series showcases a piece of Lego amongst, kid gibberish. The final ad, just a single piece of Lego… not type just the tag line, “Every LEGO brick tells a story. Build Yours.”

I admire the simplicity. Most toy companies today are using over the top, over produced advertising campaigns that instil the image of need, want and desire, to the point that if a child doesn’t actually get the toy despair and desperation kick in!

The older generation will also be able to reflect on their childhood, so maybe there is mainstream appeal. The average North American kid, spent hours playing Lego in the living room; Lego has even become a part of the classroom for learning as well.

The only suggestion I would have might be to see how kids from around the world view that same piece of Lego. Lego is a Denmark company. Compare and contrast different countries and share stories of laughter! You could even expand it to have a grandfather playing Lego with their grandchild and sharing his story, since it is now a multi-generational product.

Kudos Lego, personally I like the new campaign.


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