Advertising: Sterotypes

Stereotypes are widely held simplified and generalised perceptions or images of a particular category of people or things.
In advertising, stereotypes play a crucial role as they help convey messages quickly and convincingly due to their immediate recognisability.
However, stereotypes can be reductive and limiting, often reinforcing prejudicial attitudes and biased perceptions.

Advertisements often portray gender stereotypes, such as the representation of women as caregivers or men as breadwinners.
Age stereotypes are also recurring; for instance, seniors might be depicted as fragile or technologically clueless.
Ethnic stereotypes might be used to depict particular racial or ethnic groups in a specific way that reinforces cultural biases.
Stereotypes related to occupation can also appear, presenting certain professions with traditional attributes.

Pay attention to visual or linguistic signifiers that align with known stereotypes, such as the depiction of a woman cleaning in a home care product advert, which reaffirms the domestic gender stereotype.

Repetition of stereotypes in advertisements can lead to their normalization, potentially influencing societal attitudes.
Adverts engaging with stereotypes can potentially marginalise certain groups, contribute to bias, or foster discrimination.

Some adverts may knowingly tap into stereotypes to either affirm or challenge them. For instance, an advert could subvert a gender stereotype to promote a progressive message.
The ability to identify this can contribute towards a richer understanding of an advert’s interpreted and possibly intended meaning.

The societal and cultural context is crucial in understanding and analysing stereotypes in advertising. For example, some stereotypes may be more prevalent in certain cultures or time periods.

Discussing stereotypes in advertising necessitates an understanding of representation, connotation, and ideology.
Reflect on reasons why advertisers might choose to use stereotypes and the impact such choices have on wider society and the product’s intended consumers.

The deliberate use of stereotypes can be seen as a tool to garner attention (part of the AIDA model) or to easily get a message across.
However, their use needs to be evaluated for the broader implications they may have on perpetuating certain ideologies or discriminatory practices.