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Lizzie hastie & ffion curley presentation for british society

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Lizzie hastie & ffion curley presentation for british society

  1. 1. DIFFERENT CHILDREN, DIFFERENT DREAMS: RACIAL REPRESENTATION IN ADVERTISING BY LIZZIE HASTIE & FFION CURLEY
  2. 2. INTRODUCTION Advertisers like to use children for many reasons: • They have the ‘cute factor’ and are attention grabbers • Women are usually the target and are attracted to children • Using children suggests certain values e.g. innocence and happiness • Children promote the next generation and are important
  3. 3. QUOTE ‘All mothers want the best they can afford for their baby. Motherhood is one thing that transcends in all cultures and economic barriers.’ This quote suggests that when it comes to having a baby social backgrounds and how much money that person has becomes irrelevant. What is important is making sure the baby has the best life and the motherhood experience is enjoyed. The media has recently focused on working class, lower middle class and poor parents on their aspirations for their children
  4. 4. RACIAL INEQUALITY • Mass market for white babies in advertising • Certain types of adverts where coloured children never appear • Positive and negative stereotypes are important for the media to communicate race to us • There is a common stereotype in advertising with white children which is the ‘go-getter’ this isn’t represented for black children • There is a dominate group, white, mostly blonde and they all look similar • Whiteness is a norm in media representations • Market advertising African American children are never the set of backdrops instead they take place outdoors. Therefore black children are the most visible minority on tevelvision commercials
  5. 5. AN EXAMPLE OF A STEREOTYPE White boys are always cast as: -adventurous -courageous -explorers While children of colour are excluded or represented as -passive -primitive -ignorant
  6. 6. MAIN POINTS • In advertising they use gender projections in children adverts (for example, a blonde white girl tempting a boy with apple juice) • Casting, camera and direction work together with a story line to create stereotypes in children's advertising • Advertisements express a hierarchy of race relations. White children are at the top • The commercials that do use black children feature rap themes and/or reference to sports which is stereotyping them
  7. 7. SPORTS AND MUSIC  Black children share a close relationship with sports and music  For example this group of children is most likely to appear on advertisements for children’s sport shoes  This emphasises the stereotype that black children have an ‘inborn’ athletic ability  Achievements in sport and music are a proud and valuable aspect of black culture but advertisements distort them and are therefore seen as natural talents  These could be seen as the only areas for ambition and achievement in the black culture
  8. 8. RACE AND ADVERTISERS  Seiter compares the advertisers approach towards their ethnic minority customers to that of the colonialist Christopher Columbus’ attitude towards the Indians centuries ago  Today media audiences are an economic colony which are exploited by a dominant group who has little interest in its culture  Although advertisers are paying increasing attention to minorities through market targeting, it still remains clear that the majority of advertising is aimed at the majority, that is the whites
  9. 9. RACIAL STEREOTYPING  To contemporary scholars, the term stereotyping seems out-dated and irrelevant to a study of postmodern media  Lately they have been interested in conceptualizing the media in terms of postmodern aesthetics; a style that breaks down the boundaries between the media and the ‘real world’  However, stereotypes are too powerful in the media to ignore  They are deceptively simple on the outside, yet on closer examination they involve complex negotiations of social inequality  Racial stereotypes in advertising for children must be seen in the context of an increasingly racist political climate
  10. 10. THANKS FOR LISTENING

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