The Pace of Change in Advertising Stereotypes (This activity is inspired by an article published in the Advertising and Society Review. You can read this article at https://muse.jhu.edu/article/648423/ ) Given that the stereotypes surrounding gender in advertising are fairly well known, and often criticized, you might think that advertisers would work towards representing men and women in less stereotyped ways. And it is true that, in many cases, advertisers make a conscious effort to represent people in ways that do not rely on stereotyping. However, in other cases, the same stereotypes appear again and again in advertising. Or older stereotypes simply give way to newer ones. In the following activity, you will see a range of twelve magazine adverts from 2006. What stereotypes can you identify in these adverts? Then you will be presented with a range of adverts from 2016 – ten years later. What stereotypes can you identify from these texts? Once you have completed this exercise, discuss: What stereotypes have you identified in 2006 and 2016? Do these stereotypes compare or contrast over time? Do you consider the 20016 adverts to be more progressive than the 2006 adverts? Do you think there has been a reduction or change in the stereotypes you have identified? What is your opinion about the pace of change you have identified (if any)?
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The Pace of Change in Advertising Stereotypes
(This activity is inspired by an article published in the Advertising and Society Review. You can read this article at https://muse.jhu.edu/article/648423/)
Given that the stereotypes surrounding gender in advertising are fairly well known, and often criticized, you might think that advertisers would work towards representing men and women in less stereotyped ways. And it is true that, in many cases, advertisers make a conscious effort to represent people in ways that do not rely on stereotyping. However, in other cases, the same stereotypes appear again and again in advertising. Or older stereotypes simply give way to newer ones.
In the following activity, you will see a range of twelve magazine adverts from 2006. What stereotypes can you identify in these adverts? Then you will be presented with a range of adverts from 2016 – ten years later. What stereotypes can you identify from these texts?
Once you have completed this exercise, discuss:
· What stereotypes have you identified in 2006 and 2016?
· Do these stereotypes compare or contrast over time?
· Do you consider the 20016 adverts to be more progressive than the 2006 adverts?
· Do you think there has been a reduction or change in the stereotypes you have identified?
· What is your opinion about the pace of change you have identified (if any)?
· What are the limitations of this exercise in terms of studying the pace of change in advertising?
· What advantages are there to advertisers in appealing to stereotypes? What do they have to gain by rejecting or reducing stereotypes in the adverts they produce?
2006
Woman as a nurturing mother
2006
2016
2016
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