Deconstructing 2000's Toys

Who created this message?

The company that created this commercial is a Canadian toy and entertainment company called Spin Master Ltd. This company still to this day own many toy brands marketed towards children and their parents.

What creative techniques are used to attract my attention?

The commercial uses quick flashy video clips of the toy that were very in line with the time period of the commercials. They use an up beat narrator that quotes the many different ways for kids to play with the sound.

How might different people interpret this message differently than me?

Socioeconomically I can understand how some children and parents would see this commercial with a different interpretation than the one I had with it. This is one of the toys that I did get but I remember some toys as a child that my other friends were able to have that I did not get because money was a light tight. When you are a child and know that your parents cannot get you a toy, or you are a parent that has to repeatedly say that you cannot afford the toy the commercial can have an unintentional negative impact.

What viewpoints or world views are included or left out of this message?

In 2009, the message of this commercial would not have made me bat an eye, but after watching it now with the current climate of our world and an understand of implied gender roles, I noticed that this toy that is advertised for everyone still showed some viewpoints of gender roles. In the commercial it suggests a young girl can ask mom to help her build a castle “fit for a queen”.

Why is this message being sent?

The message sent is one to entice children and encourage parents that if they order online they will get a great deal on the toy if they order it through the commercials listed website. I believe it is sent to help the company make money, similar to all marketing advertisments.