Sociology 2172A/B Chapter Notes - Chapter -: Laura Mulvey, Male Gaze, Counterargument
5 Dec 2018
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Stereotypes are used in commercials because since it is such a short time frame they can"t explain why (for example, someone has high cholesterol) rather than just showing the person who obviously needs to watch their cholesterol content. Stereotypes in advertising are: unacceptable, limiting, often demeaning, not necessary to sell a product. We pick out what our culture has already defined for us, and we tend to perceive that which we have picked out in that for of stereotyped for us by our culture. Thomas bivins platonic shadow show put on by our own culture : one group is more powerful than another, difference is emphasized as the less powerful group becomes the other and social dominance is maintained. Stereotypes are often justified as the fastest way to communicate and leave a lasting impression. Social tableaux (roland marchand) strategy from the 1920s: there is no other way to see a certain person (boy, girl, irish, black etc. )
