Stereotyping in Advertising
GENDER STEREOTYPES IN ADVERTISING
INTRODUCTION:
This paper aims to focus in the presence and evolution of gender stereotypes in advertising. So, we could start defining stereotypes and more specifically, media gender stereotypes.
According to the Oxford English Dictionary, a stereotype could be defined as :”A preconceived and oversimplified idea of the characteristics which typify a person, situation, etc.; an attitude based on such a preconception. Also, a person who appears to conform closely to the idea of a type.”
Stereotypes are conventional and oversimplified conceptions, based on assumptions. Though generally viewed as negative perceptions, stereotypes may be either positive or negative in tone. Stereotypes can be basic or complex generalizations which people apply to individuals or groups based on their appearance, behaviour and beliefs. Stereotypes are found everywhere.
The world as it is presented on TV has a big effect on the viewers. The underlying attitudes and messages are very strong; they communicate cultural values, which shape the way we think and the way we interact.
Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation. The media often uses and misrepresents stereotypes; however, they are significantly accepted by people among society.
We’ve divided this paper into two parts: first of all, we will analyze female stereotypes and then we will develop male and masculinity stereotypes.
From infancy, our culture teaches what it means to be a boy or a girl. From the colour of clothes to the toys we play with, the messages begin at a very early age. Young people are influenced to conform a
INTRODUCTION:
This paper aims to focus in the presence and evolution of gender stereotypes in advertising. So, we could start defining stereotypes and more specifically, media gender stereotypes.
According to the Oxford English Dictionary, a stereotype could be defined as :”A preconceived and oversimplified idea of the characteristics which typify a person, situation, etc.; an attitude based on such a preconception. Also, a person who appears to conform closely to the idea of a type.”
Stereotypes are conventional and oversimplified conceptions, based on assumptions. Though generally viewed as negative perceptions, stereotypes may be either positive or negative in tone. Stereotypes can be basic or complex generalizations which people apply to individuals or groups based on their appearance, behaviour and beliefs. Stereotypes are found everywhere.
The world as it is presented on TV has a big effect on the viewers. The underlying attitudes and messages are very strong; they communicate cultural values, which shape the way we think and the way we interact.
Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation. The media often uses and misrepresents stereotypes; however, they are significantly accepted by people among society.
We’ve divided this paper into two parts: first of all, we will analyze female stereotypes and then we will develop male and masculinity stereotypes.
From infancy, our culture teaches what it means to be a boy or a girl. From the colour of clothes to the toys we play with, the messages begin at a very early age. Young people are influenced to conform a
Bibliography: AND INTERNET SOURCES: www.oed.com Windows on the World: Media Discourse in English (Antonia Sánchez Macarro, ed.) http://www.stanford.edu/~steener/handouts/opadsstudent/stereotypes.jpg |