Upload
asundelvalle
View
77
Download
1
Embed Size (px)
Citation preview
STEREOTYPES andADVERTISING
Stereotypes
• “Act like a man”
•
Stereotypes
• “Be Ladylike”
Stereotypes
• Where do we learn gender roles?
• What people teach us stereotypes? Entertainment? Sports? Media?
• What other people influence our learning on gender roles?
• Real people can experience the full range of emotions, including happiness and sadness, love and anger.
• Stereotypes are destructive because they limit our potential.
• Boys are not born to be violent, or have unhealthy attitudestowards girls.
• Girls don’t have to be submissive.
• We can free ourselves from these restrictions being aware of how we learn them.
Male archetypes in advertising
• ATTITUDE IS EVERYTHING:
• Basic instincts: sex, fear,
agressiveness refer to
masculinity
Male archetypes in ads
• THE NEW WARRIORS:
• Strength, power, adventure. Consumers associate danger, violence and excitement.
Male archetypes in ads
• THE CAVE MAN MENTALITY
• Use of violent male icons or heroes from popular history to demonstrate masculinity: soldiers, pirates, even cowboys.
MUSCLES AND THE IDEAL MAN
Can violence sell a product?
What can you see in thesepictures?Analyse them.
Compare and comment thesetwo ads
WomenValues in Ads
• Beauty associated to sex appeal or thinness
• Now, it’s your turn to think and be critical.
• What’s the women roles in ads?
• Look at the next slides and draw your own conclusions.
Old ads
Modern ads