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Tolerance in the Multicultural Life of 21st Century Europe
Comenius International Meeting
Sibiu - RomaniaLiceul Teoretic “Onisifor
Ghibu” Sibiu
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Stereotypes and false images
in advertising
A project made by:• Popoviciu Andrei, Sibiu, Romania
• Voican Andrei, Sibiu, Romania
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1. What is a stereotype ?• widely held but fixed and simplified idea of a particular type of person, thing or group.
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Cases of stereotypes in advertisements•McDonald's Germany introduces the “Italian Burger!”
Stereotype:Italian families can always be calm down with a good meal.
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Stereotype:Only Russians drink vodka.
•Eristoff Vodka makes use of “ Vodka, just for Russians!”
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2. What is a false image?• a false/changed reproduction or representation of a person or object• caused by the subjective demands of our world
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False images in advertisements• Dove can make your skin become “visibly more beautiful in just one week” (meaning, of course, whiter).
False image: Girls of different race are used to show the differences between “before” and “after” – even races can change using “Dove”?!
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• Sony Vaio Company advertises their laptops using the image of a perfectly-looking couple, able to sustain a laptop on the top of her heel.
False image: A Sony laptop comes with a perfect body, high heels and a perfect partner.
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•The Mc Donald’s company used a famous entity, for getting people’s attention.•because if Kobe Bryant likes the new hamburger ‘’everybody will like it’’
False image: Basketball players eat fast-food before matches.
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After clarifying the concepts of stereotypes and false images in advertisements, I think we
should become more educated consumers!
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Thank you for your attention !
Questions?