Issues Reader 2: Stereotypes1 11
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Transcript of Issues Reader 2: Stereotypes1 11
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Stereotypes 1
a widely held but fixed and oversimplified image or idea of a particulartype of person Oxford Dictionary
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Stereotypes. Our question:
Show, with examples, how stereotypicalrepresentations can reflect attitudes torace, nationality, gender, age or disability.
Follow this with a discussion about themessages promoted by 2 advertisements,one that utilises a stereotype to sell aproduct and one which confronts ourexpectations to promotes the social good.
750words
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Three Tasks
1. Explain and illustrate the
influence and variety of
stereotypical representations
2. Discuss the messages in anexample which exploits
stereotypes to sell products
3. Discuss the messages in an
example which confronts
stereotypes to achieve a
social good
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Stereotypes: useful and worrying
Generalise give simplistic accounts using big assumptions
Classifiy intogroups using class, gender, age, race etc
Characterise togive a personality to such groupings Assign roles jobs, societal, ability: putting you in a box
Differentiate
what and who is acceptable
Exclude those who deviate from the norm
Reflects - the dominant culture or class in society
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Advertisements employ stereotypes:
To target individuals and groups.
To match products with consumers.
To make products desirable. To promote expectations in the consumer.
To make us want to belong.
To generate sales.
They are often based on market research.
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SOCIAL GRADES
In the UK social grades classify people from A to E. Comparativelyrich people are graded A, and relatively poor people E. Rather than
use just one letter. A range of combined letters is sometimes used
to generate a wider picture.
AB means the top social group. DE the the lowest social group, andthe middle group, C, is divided into C1 and C2.
Social grades are used by marketing people and statisticians. They
are often linked to occupations to help make the definitions easier.
A, B and C1 are the highest social grades not manual workers.
Grade these: doctor, bricklayer, teacher, cleaner and bar staff
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PROBLEMS
Not Useful 50% of British households are ABC1
Too Broad Classifies an entire household on themain wage earner
Excludes Ignores those who dont work rich orunemployed
Which Social Grade are you, and are there
any other problems with this system?
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ALTERNATIVESConsumer/marketing stereotype strategies in advertising
Education and Qualifications
Political leanings
Housing and Postcode Personal status: married/single etc
Psychographics: attitudes/values: mainstream/
aspirational/ succeders/ reformers Details from Loyalty/debit/credit card and IT use
The stereotyping system is now highly sophisticated
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COMMON STEREOTYPES
Spot the gender...
Hero
Domestic
Sexy object
Beauty
Outdoors
Urban Erotic
Consumer
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mmm
Case Study Group Work
Marketting / Stereotypes
at work
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Review:
examples of
stereotypes at
work selling
products- find your own example
- be sure that you can
identify the type of
stereotype in use here
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See Advertising Standards Agency for
Code of Practice and case studieswww.asa.org.uk
http://www.asa.org.uk/http://www.asa.org.uk/ -
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ANALYSIS RESULTS