Post by Jada Alyanna Chico

The girls with a "Fashion 4 Passion" are back and better than ever! 💋 👠 This past spring semester, I had the amazing opportunity to take MEDST 281 Brand Safety with Professor Jamie Cohen, PhD, a class that completely shifted my perceptions on how brands communicate with consumers. Through case studies and discussions, I learned how brands and online platforms keep users safe from harmful content through their Content Moderation and Trust and Safety departments. ✨ One takeaway I had from this class was the intersection of safety, online platforms, and politics. Much of our time was spent analyzing marketing campaigns, posts, and online trends. I gained insights on how media companies operate and how corporations leverage brands to connect with modern users. For my Brand Safety Analysis Final, I analyzed how BRATZ, created by MGA Entertainment, maintain their online identity. I observed that they rely on the power of 2000s nostalgia, showstopping looks, and girlhood to create a loyal fanbase for Jade, Cloe, Sasha, and Yasmin, the faces of the franchise. Through their issues with Mattel and online discourse, BRATZ sustained their brand in the 2020s by leaning into "chronically online" marketing, like remixing old animated clips and engaging with comments. A major way BRATZ remain relevant is by "Bratzifying" famous celebrities and figures into Bratz dolls, placing themselves in the conversation of recent pop culture moments. I also took some creative liberties with the design by crafting my slide deck after popular 2000s style teen magazines! My experience in this class has only broadened my fascination with advertising and online spaces, and I look forward to developing my critical analysis of media through future courses! ✨ Click this link for the full presentation, notes, and links ✨ https://lnkd.in/e3UtPQQh