WISP – Assignment 1(Television Commercial)

Brief Introduction Of TVC

• A Car TV Commercial• Targeted Audience: General Public• An everyday commercial that we can

see on our television• However after detailed study of the

video, we could see many stereotypes.

Is It Easy To Spot The Stereotype?

• It was not easy at first, but after some group discussion and further elaboration by our lecturer, we manage to find not only one but many stereotypes involving different layers

Presentation Goals

1. To identify the stereotypes of the advertisement

2. Our evidence on how we derive on the stereotypes

3. Impact on the world

4. Impact on the Society

5. Break free from our stereotypes (Another Commercial)

6. A similar Stereotype in another Commercial

Stereotypes

In this short clip, the group has spotted 2 stereotypes;

1.Cars for the affluent?

2.Female VS Male…

Cars for the Affluent• As we can see from the video that the woman who is going to

tailor-made her “man”, is holding a wine glass.

• Where would we drink wine? Thus this prove that this woman is in a very posh shop tailor-making her “man” .

• The chair she is sitting on look very expensive, and it look like a throne. Who would sit on a throne?

• Posh is always associated with high price so this advertisement is also showing that only rich people can buy a car.

Cars for the Affluent• The woman is wearing a black color dress.• Normally we would associate black with being ? ? ?.

• She is also wearing a necklace and earrings made of PEARLS. What can we see from this?

• She look very well-groom and very well-of thus this once again prove that she is very rich.

• This advertisement again show that only rich people can afford a car.

Cars for the Affluent

• She came out of a very posh restaurant.

• We can also see that the person at the counter looked very well dress, and from this we can see that it is a very high class restaurant.

• As mentioned earlier, posh would mean you have to pay a high price and so his advertisement is showing that only rich people can afford a car.

Female VS Male…

• It is Obvious that the Main stereotype of the commercial is discrimination of gender/sexist – First sentence in the Commercial “In a Women’s

World”

• Lady is the main leading role in the commercial – Every scenes of the commercial is based of a

lady’s perspective

Female VS Male…

Tailored Man ?

Running High?

Pregnant Man?

Female VS Male…

Diamond Trees?

Man Gesture?

Women Driver?

Part One: Tailored made Man

Part One: Tailored made Man

• Woman wishes their dream one to be tailored-made, with a typical lean body.

– This shows the reality of the world that ladies are idealist where they wish their men to be “manufactured”.

• Physical appearance is important to women. Thus, packaging for man in a perspective of women is essential.

Part Two: Running On High Heels

Part Two: Running On High Heels

• Beauty appears to be more important then their comfort.

– They wish to look nice at all cost.

Part Three: Pregnant Man

Part Three: Pregnant Man

• Women would like man to experience the hardship of giving birth

– Women wish man to be more understanding.

• Women can be mentally tougher and can console men when men are experiencing trouble.

Part Four: Diamond trees

Part Four: Diamond trees

• Layer 1– Diamonds are woman’s best friend– Women are materialistic

• Layer 2– Women wish that their spouse would be more well off– Women Wish to find rich spouse everywhere

• Layer 3– Women wish to benefit without sowing

Part Five: Man Opening Door for Woman

Part Five: Man Opening Door for Woman

• Layer 1– Women wants man to be more considerate– (Proven in Part 3 of our Stereotype)

Part Six: Women Driving Car

Part Six: Women Driving Car

• Layer 1– Women can own car and drive themselves

• Layer 2– Women are independent and in control of the car

• Layer 3– Women can equal man in Status and Capabilities

How This Impact Our World?

• The belief that one gender or sex is inferior to or more valuable than the other

• Female or male chauvinism

• The attitude of misogyny (hatred of females) or misandry (hatred of males)

How This Impact Our World?

• The attitude of imposing a limited and/or false notion of masculinity on males and a limited and/or false notion of femininity on females, or vice versa

• A feeling of distrust towards the opposite or same sex, most frequently operating at unconscious level

How This Impact Our World?

• The belief that one gender or sex is inferior to or more valuable than the other

• Female or male chauvinism

• The attitude of misogyny (hatred of females) or misandry (hatred of males)

How This Impact Our World?

• The attitude of imposing a limited and/or false notion of masculinity on males and a limited and/or false notion of femininity on females, or vice versa

• A feeling of distrust towards the opposite or same sex, most frequently operating at unconscious level

How This Impact Our Society?

1. The economics of discrimination

2. Employment discrimination

3. Wage discrimination

4. Education discrimination

How This Impact Our Society?

1. The economics of discrimination:

– US Economy loses, due to gender discrimination at about 3 % of GDP

– Sharp, Register and Grimes( 1996) race and gender discrimination reduced the nation's output by more than $450 billion in 1994

How This Impact Our Society?

1. The economics of discrimination:(The Straits Times on Apr 20, 2007)

– The Economic and Social Survey for Asia and the Pacific 2007 has found that barriers to employment for women cost the region US$42 billion (S$63.5 billion) to US$47 billion annually

– A further US$16 billion to US$30 billion a year is lost through gender gaps in education

How This Impact Our Society?

2. Employment discrimination:

– United Nations had concluded that women often experience a "glass ceiling" and that there are no societies in which women enjoy the same opportunities as men

– Trans gender individuals, both male to female and female to male, often experience problems

How This Impact Our Society?

2. Employment discrimination:

– Women made up an average of only 15.2 percent of the members of parliaments worldwide in 2003, and of the 192 countries in the world only 12 had a female head of state

– Gender segregation of job roles

How This Impact Our Society?

3. Wage discrimination:

– Women earning on average 83% of the hourly rate paid to men (Office for National Statistics (ONS), UK, 2007)

– Women make up 70 percent of the world's 1.3 billion poor

– In Europe the farther women move up the career ladder, the larger the wage differential becomes

Solution

1. Cultural empowerment

2. Social empowerment

3. Economic empowerment

4. Political empowerment

5. Educational empowerment

Alternative Selectionof Peugeot 1007 Commercial

• Neutral advertising commercial.

• Commercial that break free from stereotype.

• Portrait the image that it will be more convenient with the car.

• Illustrated the facts that human does not like.

Alternative Selectionof Peugeot 1007 Commercial

Facts in the Alternative Peugeot 1007 Commercial

Human don’t like to wait…Tend to go for shortcut if there is any...

Facts in the Alternative Peugeot 1007 Commercial

Human would prefer thing that are free…

Facts in the Alternative Peugeot 1007 Commercial

Tend to prefer a sunny weather…

Human dislike bad weather…

Facts in the Alternative Peugeot 1007 Commercial

Human hate traffic jams…Prefer a smooth journey…

Similar Commercial : 男人的面子問題 ( Problem with Men Social States)

• Women prefer men to own a luxury car

 

• Car attracts the opposite sex

 

• Car provides additional fame

 

• Luxury car represent higher social states.

Similar Commercial : 男人的面子問題( Problem with Men Social States)

women like men with car…

Men with cars normally have lover…

Men think that with a car, makes them look good …

Conclusion

• In conclusion, different people have different perspective of looking at things thus having different kinds of stereotype. This Assignment change our views on commercials and how we can look differently into it.

• We are all humans so we will have certain stereotype in us.

Acknowledgements

• International Confederation of Free Trade Unions. "Equality through Pay Equity." Trade Union World Briefing 2(March 2003). <http://www.icftu.org/www/pdf/Pa yequityE.pdf>.

• International Labour Organization. Global Employment Trends for Women 2004. Geneva: International Labour Organization, 2004. <http://kilm.ilo.org/GET2004/DOW NLOAD/trendsw.pdf>.

• Inter-Parliamentary Union. Women Elected in 2003: The Year in Perspective. Geneva: Inter-Parliamentary Union, 2004. <http://www.ipu.org/wmn-e/March0 4.pdf>.

• United Nations Development Programme. Human Development Report. New York: Oxford University Press, 2003. <http://hdr.undp.org/reports/glo bal/2003/>.

• United Nations Women's Fund. Progress of the World's Women: Vol. 2. Gender Equality and the Millennium Development Goals. New York: United Nations Women's Fund, 2002. <http://www.unifem.org/index.php ?f_page_pid=10>.

• http://www.childreninneed.com/magazine/gender.htm

• http://www.asiaone.com/a1news/20070422_story9_1.html

• http://www.asiaone.com/a1news/20070422_story9_1.html

• http://www.prospects.ac.uk/cms/ShowPage/Home_page/Handling_discrimination/Gender/Overview/p!eXceam

• http://en.wikipedia.org/wiki/Discrimination

Q & A