Sociology 2172A/B Chapter Notes - Chapter 1: Expectancy Theory
7 Dec 2016
School
Department
Course
Professor
Document Summary
More difficult to create stereotype the audience can resonate with immediately. Harder to get (cid:448)ie(cid:449)er"s atte(cid:374)tio(cid:374) (cid:449)he(cid:374) it co(cid:373)es to co(cid:373)(cid:373)ercials. Advertisers need to be more daring, targeted, in your face. Consumers become more sophisticated about what the media can and cant do. If no stereotypes, criticized for trying too hrrd. Stereotyping blurs ine between editorial copy and advertising. Usually ads degrade women, but stereotype both men and women. Restrict individuads to predetermined and artificial roles that are degrading, humiliating, and dumbed down. Stereotype: comes from early printing, where one metal plate was used to produce the same image over and over. Stereotypes are pictures in heads that construct the way we see the world around us before we have a chance to look for ourselves. Stereotyping occurs where one group is more powerful than another. Stereotypes justified as fastest way to communicate in the blink of time that an advertiser has to capture audience attneion.
