Fulla

the muslim doll. The formation of the personality of islamic girls by the act of playing

Authors

  • Carolina Boari Caraciola Universidade de São Paulo

DOI:

https://doi.org/10.11606/issn.1984-5057.v11i2p52-65

Keywords:

Fulla, Brand, Advertising, Child, Islam

Abstract

This article will analyze the influence of the Islamic religion on the formation of the infant personality. While the Barbie doll represents everything a western girl supposedly wants to be, in relation to behavior and beauty standards, the Fulla doll features the young Muslim girl, with Arabian traits, clothes that cover the whole body, a veil that hides her hair, a prayer rug, and a prayer book. Through the semiotic analysis of the Fulla doll and its main manifestations, it is evident that the brand’s constitution, its expressiveness and positioning reflect the Islamic ethos. More than a doll or a brand, Fulla represents the cultural context in which the girl, a consumer of the product, is inserted, reinforcing religious and conduct codes.

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Author Biography

  • Carolina Boari Caraciola, Universidade de São Paulo

    Pós-doutora em Comunicação pela Escola de Comunicações e Artes (ECA/USP). Doutora em Comunicação e Semiótica pela Pontifícia Universidade Católica (PUC/SP). Mestre em Educação, Arte e História da Cultura, pela Universidade Presbiteriana Mackenzie. Graduada em Propaganda e Marketing (ESPM) e em Direito (FMU). Professora da Universidade Paulista (Unip).

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Published

2019-07-31

Issue

Vol. 11 No. 2 (2019): Signos do consumo em suas publicizações

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

Fulla: the muslim doll. The formation of the personality of islamic girls by the act of playing. Signos do Consumo, [S. l.], v. 11, n. 2, p. 52–65, 2019. DOI: 10.11606/issn.1984-5057.v11i2p52-65. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/150464.. Acesso em: 30 jun. 2024.