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Week 5 Advertising and Society Stereotypes and Advertising

An overview of stereotypes in U.S. advertising
by

Ian Kivelin Davis

on 24 October 2016

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Transcript of Week 5 Advertising and Society Stereotypes and Advertising

Stereotypes
in Advertising

"you've come a long way, baby"
while this famous cigarette ad tries to commune with "liberated" women, let's look at some numbers
gender in ads
"Rape culture?"
Earnings
Using pen and paper, rate the following ads in
terms of the representation of gender roles
1
2
3
4
5
6
7
Very Sexist
Sexist
Not Very Sexist
Tropes of Gender in Ads
Dis-
memb-
erment

Gender empowerment
women in US society
Gender Division
(divide and sell)
"He wouldn't be afraid to show his feminine side . . .
if he had one."
(objectification)
(equality through consumption)
"Typical!"
(typical roles played out with product)
Stereotypes are unavoidable
vs.
Stereotypes do harm
use of preconceived notions "essentializes"
Today we focus on the potential harm in advertising's use of women.
Learning Goals:
Conclusions
while ads must use stereotypes, they do so at the risk of essentializing and entrenching divisions/preconceived notions
8
they convey meaning quickly for 20 second messages
the relationship between theories of "rape culture" and advertising is not direct, but the use of gender themes in advertising shows varying degrees of sexism
for further thought: since ads must make use of preconceived notions to quickly communicate to ad users, is it doomed to "cultivate" existing stereotypes?
2. gain practice critically assessing the use of stereotypes in ads
3. recognize advertising as institution "cultivating" cultural roles . . . but to what effect?
1. basic understanding of social condition of women in US
"Cultivation theory"
Rather than "persuasion" theories that predict attitudes after exposure to a specific message, "cultivation theory" describes a more subtle but powerful process stemming from the pervasive presence of advertising in society.
In short, values are cultivated as we sort through our ad-saturated environment.
-4 to 9 times more frequent in the U.S. than in Europe; and rape is 7 times higher than in Europe
-1.3 women in the U.S. are raped every minute or 683,000 per year
-of the R and NC-17 rated films released between 1996-2006, 21% of the movies had rape scenes and 35% had characters engaged in sexually violent behaviors
-20-25% of college women experience attempted or actual rape during their college career
-The National Victim Center also reported that 1 out of 10 girls in grade 12 experience either violence and/or rape while on a date
-1 in 8 adult women have been a victim of forcible rape in their lifetime
girls, self-image, technology
Mina: Harley for Kids?
Announcements:
Exam 1 postponed: take-home will be emailed to you next week.
Hardcopy due by class the following meeting
Review quizzes, presentations and readings
Daniel: good dinosaur: tapping into children's insecurities?
Bri:
Social acceptance: fuel for dancing like an adult
Making of
The pay gap also exists among women without children.
among full-time workers one year after college graduation — childless — women were paid just 82 percent of what their male counterparts were paid.
*
*http://www.businessinsider.com/salary-growth-between-men-and-women-2012-5
**
**http://www.bls.gov/opub/ted/2008/oct/wk4/art04.htm
Female authority in advertisements
who is this ad targeting?
where was it found?
Target audience?
What messages will kids take away?
Fill in the stats
White
African American
Aggressiveness
Order-giver
Representation of African Americans in 1990s Prime Time ads
Sex Object
Home setting
Men
Women
Men
Women
13.91
9.51
37.78
11.11
32.14
17.09
16.13
6.25
*
*Coltrane and Messineo 2000
7.59
25.80
6.67
10.10
26.23
39.12
13.33
30.30
Symposium Day and Consumer Culture?
What is feminism?
the advocacy of women's rights on the grounds of political, social, and economic equality to men
What is a feminist critique of ads?
research focused on analyzing explicit and implicit representation of women and gender relations and social power
(Economic equality)
(social equality)
Full transcript