Barbie’s Advertising Ecology: the color pink as a mediatized chromatic sign and the meta-consumption of a brand

Abstract

In the context of the release of the film Barbie, which has generated great debates, including in the academic field, we start from the following question: how can the film be understood as an advertising resource and to what extent is it an expression of the centrality of consumption in contemporary agendas and imagination? In summary, our goal is to understand the production of meanings constructed by the film. As a methodology, the bibliographic review and the analysis of the advertising expressions of the movie in physical and digital media and outside of them were used, as well as semiotic analysis of the film to support the understanding of the advertising ecology. As a result, the centrality of the color pink is verified, as a qualitative sign of high complexity, capable of visually expressing different aspects implied in the film; and the ambiguous nature of the production, mixing advertising and cinematographic aspects.