Advertising and Its Stereotypes
2011 “Mr. Clean” Mother’s Day Ad: The depiction of the young girl and her mother cleaning to celebrate Mother’s Day, showcases how we have yet to move forward regarding the stereotype of women being responsible for household chores.
Pink is for girls, blue is for boys.
Women stay at home and clean, while men are out doing real work.
Asians cannot pronounce the letter r.
These are the usual ideas we are bombarded with by the advertising industry. While it is true that stereotypes have always existed, these are only reinforced by vociferous campaigns promoting products that seek to target a certain audience. For some reason, advertising companies believe that the way to reach to such audience is by belittling others.
(Do ads create stereotypes or do they use stereotypes)
While most of us are probably conscious of this, we tend to speak out mostly against chauvinistic ads, those that objectify women and place her only as housewives. However, men are also targeted, often labeled as incompetent in most chores and caring only for how to spend a good time.
(A case study of gender stereotypes)
Intel’s 2007 campaign generated controversy as its ad depicted racist imagery.
Gender stereotypes, though are not the only kind we encounter. Constantly we also see ads making fun of different socioeconomic classes, races, sexual orientation, and so on. Something worrisome about this is the fact that some people fail to notice this. In Nicaragua for example, there exists a pair of characters constantly used in local commercials making fun of the lower class. Unfortunately, through their exaggerated manners, their language and at times, even the music used, a poor depiction of the class has been given. Yet people fail to recognize this, instead copying their mannerisms as a way to mock others or certain actions that are considered “jincho.”
Nowadays, through social media we see more people speak out against advertisement they disagree with; however, these are still being produced, thus proving we have not entirely moved away from a mentality that considers this right. Yet, not all is lost…at least some companies are making the move toward less stereotypical depictions (gender wise at the moment)
DISCUSSION QUESTIONS
- Reflect on ads you have seen throughout your life, how much do you think you have been affected by the stereotypes portrayed in them? Do you think there are indeed any stereotypes?
- In this age and time, do you think we are moving forward in avoiding the use of stereotypes in advertising? Why or why not?
I believe ads have a great affect on the way we view products. For example the alcohol commercials that are shown daily that portray specific types of beverages for specific genders. The commercials portray woman that drink for example vodka are to be have naked and laying on the beach somewhere or in a club setting. On the other hand drinks for men are shown in business attire or set to attract woman by the drink of choice.
I don’t believe we are moving forward to avoid the use of stereotypes in advertising as I feel that those very stereotypes is what help sale the various products.
1. Ads have completely morphed how we view and purchase products. Whether it includes stereotypes, connotations or assumptions, I think products have for the most part, completely relied on how it has been portrayed in ads. There are honestly hundreds of stereotypes, whether it be with ethnicity, gender, hobbies- you name it. Unfortunately, many people have somewhat gotten used to how ads have been produced. It’s sad to the point where offensive stereotypes don’t offend many people as much as they should.
2. In 2014 present day, I don’t think we are moving forward without stereotypes in any way. So many women are over sexualized (as well as men) within ads to attract more consumers. Mostly women are still shown in all cleaning ads, where guys are shown as being the “providers” of the family. It’s unfortunate that the ads and stereotypes have not been lost with the evolution of what individuals find to be “acceptable” now.
Macy Krupiczewicz