Sociology 2172A/B Lecture Notes - Lecture 7: Lululemon Athletica, Tokenism, Weight Watchers
28 May 2018
School
Department
Course
Professor
Advertising and The “Other”
●Stereotypes
○Ex. Carlsberg beer ad with bikers
●Privilege
●Advertising is the greatest storyteller in society and reflects what we think about different people
What Sells?
●White, youth, ableism, straight, slim
●Advertisers:
○Don’t want to disturb values and norms
○Don’t want to “offend” majority
○Reinforce stereotypes
■Ask people if they like to see stereotypes in ads, they SAY no but they RESPOND more favourably
○Deny role of consumer to certain segments of society
●Knapsack of privilege that some people carry around
Advertising and Minority Groups
●Ex. Aunt Jemima ads in the past with stereotypical language
●Ex. 1954 coffee ad “golly mis’ maria”
●Ex. Uncle Remus syrup
●Ex. soap ad
●Ex. “redskins” “indians”
●Ex. Vogue ad with black man and white woman
●Ex. Diesel “how to control wild animals” women of colour treated differently
●Ex. Life cereal ‘normal’ vs. ‘cinnamon’ vs. ‘maple and brown sugar’
●Ex. Intel ad about ‘maximizing the power of your employees’ with a white boss and black workers
●Ex. Playstation white vs black woman “portable white is coming”
●Ex. Clothing company where black child is used as arm rest
●Ex. H&M “monkey” sweater on black child
●Ex. Chinese detergent ad with black man being “washed” and turning chinese
●Ex. Nivea’s “re-civilize yourself” ad with black man with afro vs. short hair
●Ex. Mimo’s ice cream with black man on chocolate and white woman on vanilla
●Ex. dipping sticks princess Tiana on the watermelon flavour
●Ex. “run like you stole something”
●Ex. “Howe” Nissan and Chevrolet ad
Advertising and Older People
●Ageism
●AARP’s campaign in advertising trade publications
○“When you turn fifty, doctors don’t pronounce you dead, advertisers do.”
●Some cultures value the elderly but ours doesn’t at all
●Ex. ad for lights “seen under normal lights vs. our lights”
●Only 10% of ads with seniors were seen as positive
●⅞ ads that seniors found offensive were found to be offensive by young people too
●Ads that showed older people respectfully was viewed positively by both groups
●Ex. “seen enough old bags? Try a new face” handbag ad
●Ex. “old men should stick to hitting on old women”
●Ex. camerabag ad “the old bag you’ll actually love”
●Ex. Dove ad saying an old woman is beautiful but selling anti-wrinkle cream
Document Summary
Advertising is the greatest storyteller in society and reflects what we think about different people. Don"t want to disturb values and norms. Ask people if they like to see stereotypes in ads, they say no but they respond more favourably. Deny role of consumer to certain segments of society. Knapsack of privilege that some people carry around. Aunt jemima ads in the past with stereotypical language. Vogue ad with black man and white woman. Diesel how to control wild animals women of colour treated differently. Life cereal normal" vs. cinnamon" vs. maple and brown sugar". Intel ad about maximizing the power of your employees" with a white boss and black workers. Playstation white vs black woman portable white is coming . Clothing company where black child is used as arm rest. Chinese detergent ad with black man being washed and turning chinese. Nivea"s re-civilize yourself ad with black man with afro vs. short hair.
