- Because they have a short time to grab our attention and drive home their message, advertisers often resort to stereotyping.
- Once stereotypes are established, then advertisers can play around with them.
- Recent research identified the following five distinct female stereotypes being used in advertising:
Find several examples of each stereotype in advertising, new or old.
Beside/underneath each image, write a brief explanation to describe how the connotations in the image suggest the stereotype.
KEYWORDS: You must use the word connotation in your answers.
- She believes that just because there is science in a beauty product, it will work.
- She is into every new invention in the beauty industry and reserves her greatest enthusiasm for the latest shampoo or face cream.
- L’Oreal’s ‘Because I’m worth it’ could be her catchphrase.
- She appears in every glossy magazine, such as Vogue and Elle, and is portrayed as someone who is only interested in the way she looks.
- She wants to know about the new clothes, shoes, bags and the new lip colour (but unlike Beauty Bunny is not old enough to worry about skin care)
- She has neither personality nor, by implication, intelligence.
- She’s a powerful professional whose main focus in life is on her career.
- She’s definitely in control, but her entire life is work.
- She is not shown as a mother, a wife or a lover. She can be seen as rather scary.
- We see her every time a household product or an everyday commodity is advertised.
- Her biggest concern is her children over any other need in her life.
- Seen as a mum, not an individual. She’s not sexy or ambitious!
- She is the Perfect Mum fast-forwarded 20 years or so.
- She has few interests outside her grandchildren
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