STEREOTYPES andADVERTISING

Stereotypes

• “Act like a man”

•

Stereotypes

• “Be Ladylike”

Stereotypes

• Where do we learn gender roles?

• What people teach us stereotypes? Entertainment? Sports? Media?

• What other people influence our learning on gender roles?

• Real people can experience the full range of emotions, including happiness and sadness, love and anger.

• Stereotypes are destructive because they limit our potential.

• Boys are not born to be violent, or have unhealthy attitudestowards girls.

• Girls don’t have to be submissive.

• We can free ourselves from these restrictions being aware of how we learn them.

Male archetypes in advertising

• ATTITUDE IS EVERYTHING:

• Basic instincts: sex, fear,

agressiveness refer to

masculinity

Male archetypes in ads

• THE NEW WARRIORS:

• Strength, power, adventure. Consumers associate danger, violence and excitement.

Male archetypes in ads

• THE CAVE MAN MENTALITY

• Use of violent male icons or heroes from popular history to demonstrate masculinity: soldiers, pirates, even cowboys.

MUSCLES AND THE IDEAL MAN

Can violence sell a product?

What can you see in thesepictures?Analyse them.

Compare and comment thesetwo ads

WomenValues in Ads

• Beauty associated to sex appeal or thinness

• Now, it’s your turn to think and be critical.

• What’s the women roles in ads?

• Look at the next slides and draw your own conclusions.

Old ads

Modern ads