Abstract: Since the initial creation of the Barbie doll in 1959, it
became a symbol of US society. Likewise, the Licca-chan, a Japanese
doll created in 1967, also became a Japanese symbolic doll of Japanese
society. Prior to the introduction of Licca-chan, Barbie was already
marketed in Japan but their sales were dismal. Licca-chan (an actual
name: Kayama Licca) is a plastic doll with a variety of sizes ranging
from 21.0 cm to 29.0 cm which many Japanese girls dream of having.
For over 35 years, the manufacturer, Takara Co., Ltd. has sold over 48
million dolls and has produced doll houses, accessories, clothes, and
Licca-chan video games for the Nintendo DS. Many First-generation
Licca-chan consumers still are enamored with Licca-chan, and go to
Licca-chan House, in an amusement park with their daughters. These
people are called Licca-chan maniacs, as they enjoy touring the
Licca-chan’s factory in Tohoku or purchase various Licca-chan
accessories. After the successful launch of Licca-chan into the
Japanese market, a mixed-like doll from the US and Japan, a doll,
JeNny, was later sold in the same Japanese market by Takara Co., Ltd.
in 1982.
Comparison of these cultural iconic dolls, Barbie and Licca-chan,
are analyzed in this paper. In fact, these dolls have concepts of girls’
dreams. By using concepts of mythology of Jean Baudrillard, these
dolls can be represented idealized images of figures in the products for
consumers, but at the same time, consumers can see products with
different perspectives, which can cause controversy.
Abstract: Healthcare providers sometimes use the power of
humor as a treatment and therapy for buffering mental health or easing
mental disorders because humor can provide relief from distress and
conflict. Humor is also very suitable for advertising because of similar
benefits. This study carefully examines humor's widespread use in
advertising and identifies relationships among humor mechanisms,
female depictions, and product types. The purpose is to conceptualize
how humor theories can be used not only to successfully define a
product as fitting within one of four color categories of the product
color matrix, but also to identify compelling contemporary female
depictions through humor in ads. The results can offer an idealization
for marketing managers and consumers to help them understand how
female role depictions can be effectively used with humor in ads. The
four propositions developed herein are derived from related literature,
through the identification of marketing strategy formulations that
achieve product memory enhancement by adopting humor
mechanisms properly matched with female role depictions.