issues reader 2: stereotypes1 11

8/3/2019 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

issues reader 2: stereotypes1 11

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