Sociology 2172A/B Chapter 9: Stereotypes in Advertising
30 Nov 2016
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Document Summary
Where does stereotyping derive from: the literal word stereotyping come from early printing, it consisted of using a metal plate to produce the same image over and over again. Stereotypes limit our ability to see people, things, or ideas. Stereotypes are justified as the fastest way to communicate in the blink of time that an advertisers has to capture audience attention. Choosy moms : select a certain brand of peanut butter or debate on the best way to clean the floors. Both genders are encouraged to see women as objects: however men value women, women will evaluate themselves based on how men do. Example blondes are dumb, irish are heavy drinkers. However, people often see through the examples above. More subtle stereotypes include men are slobs, single people are. Media expectancy theory: holds that overtime we not only believe that certain behaviours are normal but we expect that all people in that group conform to them.
