Rebranding Barbie: analyzing the 2023 live-action film's promotional impact and public perception
This chapter analyzes the promotional campaign of the 2023 live- action Barbie film through qualitative and quantitative methods, examining the brand's history and industry leadership. The study explores the different promotional campaigns carried out for the film and the audience'...
| Autores: | , |
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| Tipo de recurso: | capítulo de libro |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universidad Pública de Navarra |
| Repositorio: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| OAI Identifier: | oai:academica-e.unavarra.es:2454/53600 |
| Acceso en línea: | https://hdl.handle.net/2454/53600 |
| Access Level: | acceso abierto |
| Palabra clave: | Barbie (Película) Campañas publicitarias |
| Sumario: | This chapter analyzes the promotional campaign of the 2023 live- action Barbie film through qualitative and quantitative methods, examining the brand's history and industry leadership. The study explores the different promotional campaigns carried out for the film and the audience's response. Similarly, it investigates the public opinion on Barbie and the movie's impact on it. The analysis results indicate that the film and its marketing efforts improved public opinion, positioning Barbie as a more inclusive and empowering brand. In addition, the study explores possible biases, such as a relation between women and a better opinion of Barbie, and greater use of social media with the conversation created about the work on the platforms as a cause of having seen the film, although no direct relationships were demonstrated. |
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