Issues Reader 3: Stereotypes 2 11

8/3/2019 Issues Reader 3: Stereotypes 2 11

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Stereotypes 2


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YOUR STEREOTYPES BRIEF(one of the three briefs that you choose from)

Show, with examples, how stereotypicalrepresentations can reflect attitudes to race,nationality, gender, age or disability. Follow this

with a discussion about the messages promotedby two advertisements, one that utilises astereotype to sell a product and one whichconfronts expectations to promote a social

good. Minimum of 750words only

Use, where possible, examples associated with your pathway

Consider why this issue is useful for your pathway specialisation.


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YOUR WRITING HASTHREE ELEMENTS

1. Introduce, define and explainstereotypes and illustrate itsrange of influence with avariety of examples

2. Discuss the messages in an

example which usesstereotypes to sell products.

3. Discuss the messages in anexample that is confrontingstereotypical expectationsto promote a social good.

Today we will concentrate onpart 3 and examine examplessuch as this..


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STEREOTYPES RECALLED

Stereotypes generalize, simplify and exaggerate.They use types (typification) to make sense of the world byputting of people into types (typing) to create meaning. Butthe methods of stereotyping (below) can be negative*.Consider and example each of these:

Classify into groups, class, gender, age, race, sex, religion Characterize put types into a character, give a personality Assign roles giving a fixed position in society, especially jobs

Excludeseparating out from the ruling, acceptable norm

Impose reflect &enforce the attitudes of the dominantculture

*Stereotypes get a hold of a few characteristics about a person, reduce

everything about the person to those traits, exaggerate and simplify them,and then fix them without change or development for eternity (Hall, 1997)


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STEREOTYPES AND THE MEDIA

Advertising exploits stereotypes and seeks to matchtypes with products: can you match these?

1. Housewife A. Baked Beans2. Student B. Soap Powder3. Skinhead C. Sweets4. Femme Fatale D. Beer5. Hippy E. Crisps6. Vicar F. Junk Food7. OAP G. Wine

8. Professor H. Tea9. Unemployed I. Trainers10. Police Officer J. Tabloids


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CONTRATYPES

Examples that reveal how limited or unfair astereotype is, contratypes, are harder to findin a world saturated by stereotypes

But in our complex society it is important tobe aware of their existence in order tocounter stereotyping and celebrate ourdiversity

Advertisers sometimes also exploit and usethe contratype to target niche markets and todeploy humour and surprise in their work(see our examples)

Work out the stereotype and its associationsand identify a contratype for these threeexamples

1. The Apple ipod

2. The Star newspaper

3. Wine


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ADVERTISEMENTS THAT CONFRONT

STEREOTYPES:They are

more realistic, genuine, believable.

challenge prejudices, preconceptions.

engage intellectually.

challenge expectations in the consumer. can promote the social good

generate humour, interest and sales.

exploit market research and social grades - see Stereotypes 1.

GALLERY: do these examples confront andpromote the social good (ie. part 3 of yourassignment) ?


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GALLERYIn the following examplessay how successful these areat confronting stereotypes

and promoting a social good.

You will have to find suchexamples for your section 3


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Benetton ads,

Oliviero Toscani


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advertising is the richest and most powerful form of

communication in the world. We need to have imagesthat will make people think and discuss.


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Before we finishwith the analysisof a case study,can we look atsome of theexamples that youhave found?


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CASE STUDY:In groups analyzethis example that

promotes thesocial good -use the imageand complete theproforma on thenext page.

This is a trial runfor the sort of de-construction youwill be doing


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Analysis: Stereotypes and Contratypesmodel your assignment analyses on this sequence

1. describe all you see, both words and images (the surface meaning)2. explain the advertising message or the issue and intended meaning

(bring in context, your knowledge and cultural references)3. find six stereotypes being used here to convey the message

4. identify which stereotype(s) and expectation(s) are being subvertedhere to confront a social good

Issues Reader 3: Stereotypes 2 11

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