Assess the role of the media
3 star(s)
Stereotypes in Advertising
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Introduction
Stereotypes in Advertising We have all seen the Max Factor commercials and indeed other commercials for feminine beauty products. We can identify one basic similarity between them all: the young, successful and beautiful woman they all portray. We sometimes see 'her' at a business meeting, sometimes with her perfect children and husband; but always looking radiant and totally relaxed. These advertisements typically end with the beautiful woman telling us how the product advertised has changed her life. What the advertisers are trying to do is send out and image and promote the idea that by using the product you will become like the woman we have just seen. ...read more.
Middle
Advertisers have almost always relied on Stereotypes to get their message across. It is hard to find a commercial which doesn't make use of them, although more and more alternative style commercials with no stereotypes are being broadcast on our screens. Sadly, the use of stereotypes in commercials has much wider implications. All advertisers have target audiences: old people want to feel secure, children want new toys to play with, women want to be beautiful and men want to be successful with women. Commercials aimed at young children put huge pressures on parents, because children will harass their parents until they get the toy. These toys can cause much controversy in families by creating arguments. ...read more.
Conclusion
The use of Stereotypes supports and prolongs the unfair treatment of women in our Society. Everyday, younger and younger women and girls are becoming affected by the use of beautiful slim models in commercials. Psychologists and doctors agree that the pressure and guilt factor in these commercials is a major contributor to the increasing cases of anorexia amongst young women each year. It can be argued that these advertisements are creating a culture of envy and materialism, where everyone watches each other and want what each other have. I believe this is very unhealthy. I conclude that the use of stereotypes in advertisement is wrong because it promotes a culture of materialism, envy and prejudice against women; by making unrealistic demands. Ultimately, we are hindering women and the progression of society. ...read more.
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