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STEREOTYPES
and
ADVERTISING
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 attitudes
towards 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 these
pictures?Analyse them.
Compare and comment these
two 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
Advertising and stereotypes
Advertising and stereotypes
Advertising and stereotypes
Advertising and stereotypes
Advertising and stereotypes
Advertising and stereotypes

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