Why do gender stereotypes work with adverts?In this advert you can see clearly that there are two construction workers focused on the products infront of them, and the product being promoted is the Aldi branded Jaffa cakes which are cheaper and supposedly better than the original Jaffa cakes. Moving on to the stereotypes, the construction workers are male and they are male because we would normally associate them with being construction because you don't tend to get female builders so this is just gender stereotyping construction workers. The use of the construction workers in this advert fits with the product they are trying to promote, because we typically associate builders with tea and biscuits. in this situation, The builder on the right is looking at the builder on the left's biscuits because they are better because they are the original brand but we can see that the builder on the right's biscuits are better because they are cheaper and this is a great example of logos being used clearly in this advert. Some secondary techniques which are used include plain folk because we can see that they are ordinary people and aren't anyone famous, and the advert uses bribery because the prices show that the Aldi branded product is better because you are getting the same product for a cheaper price suggesting that it is better value for money.
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Why are we still stereotyping men and women for adverts in the 21st centaury?The reason we still stereotype men and women in the 21st centaury is because most companies are lazy and it is an easy way of advertising. Another reason is that when they release an advert which contains the stereotypes of men and women, the looks at the statistics of how much money the advert makes them so they realise that people are interested in these adverts and also the adverts make them a lot of money off them and so they make a lot more of them. Nowadays these stereotype adverts are quite ironic because they are normally quite funny and they are enjoyable to watch meaning that the male and female stereotypes that have been around for a while, have turned into something people can joke about and can be used in advertising to make people laugh. Going back to the companies being lazy, the can use the stereotypes in adverts because they are easy to think of and create. By this I mean that if they want to advertise a cleaning product they can use a woman in the advert because that's one of the stereotypes. Another example is if they advertise biscuits they can use an industrial situation where they have male construction workers to enjoy the biscuits because this is another stereotype that is easily used.
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Sport England: This Girl Can (2015)
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Challenging stereotypesAccording to The Guardian UK (2018) "Advertising and the real world have diverged on gender. At its best, advertising contributes to culture, taps into the popular mindset and captures the moment. The modern mindset on gender, however, is moving much further and faster than how it is represented in advertising. In the real world, us women play sport, don’t always shave, burp, fart and are your boss. In the world of advertising, we are known to get all giddy over yoghurt and lose our cool at the sight of a chocolate bar. Then there’s the distinct absence of gay and transgender people to call out, which is exacerbated by the omnipresent (and frankly tired) portrayal of the shaving, beer drinking, have-it-all lad."
According to The Guardian UK (2018) "With the goal of reversing declining numbers of women participating in exercise in the UK, this is a film that shatters just about every rule about sports advertising. To hell with having model-like physical dimensions, from the first second of this film, real women with real bodies get stuck in, with impossible-to-fake determination and confidence … running, spinning, cycling, swimming, boxing and more, displaying the endorphin-induced joy and quiet satisfaction exercise earns them. Besides, everyone looks badass doing sport, fact. The Missy Elliot soundtrack is also a stroke of genius." Personally I think that the stereotype adverts are changing because I know that there are people who don't find stereotype adverts funny, because they find them quite insulting and leave comments with their views and opinions on social media posts for example. Also the stereotypes are changing in the real world because women are taking up construction. |
Is this an idea understood by an audience? would anything different throw us of our normality?
This is already understood by an audience because people have got used to stereotypes being shown in advertising and most people aren't really bothered by who is in the advert and there are few people who don't like the stereotypes shown in adverts for example an advert where it shows a woman doing the cleaning at home or men doing construction work. Personally I think that any thing different from stereotypes in advertisements wouldn't throw us of our normality because most adverts are starting to change already and people are getting used to these adverts, I think that they have changed because people weren't happy with the original stereotypes of men and women and it was making some people unhappy and they were loosing interest in the adverts that were shown on tv either a lot or by the same company.
Maltesers advert - disabilityIn this advert a disabled woman is eating Maltesers with her friends and she talks about her time with her boyfriend and how she has a spasm, which the 3 then laugh and giggle about and at the end the disabled woman shakes the bag of Maltesers and some fly out and then they all laugh. I think that the advert is not in bad taste because of the pathos which means that people can laugh with them and feel happy about the advert because the disable woman is happy to joke about herself which I personally think is nice.
I think that maltesers have used disability in this way because it makes the advert more unique and it shows that people with a disability don't need to be discriminated from the advert for it to be funny or enjoyable because they have shown that you can still make it funny and people can laugh along with it. from this advert maltesers have made themselves look more trustworthy a this technique is called ethos.
I don't think that this makes audiences feel uncomfortable even though a disabled person has appeared in an advert, because the disabled person is presented in a way where we can be happy and laugh along with them because the disable person is happy with her friends in the advert it makes people enjoy the advert, also because of what they are talking about I the advert.
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The "Norm"
I think society is more comfortable with straight marriage because some might say that it is normal because a while ago gay marriage wasn't legal and people thought it was a bit strange. Even though in todays society gay marriage is legal, there are still people who think its strange and discriminate against the idea. But there are people who accept both straight and gay marriage in todays society.
Tiffany use ethos show that they accept gay marriage to promote themselves and the technique used here is ethos and the reason is that they show they accept gay marriage is gain a wider audience. and let people know that they don't discriminate against gay marriage. I think that this advert would have been accepted 20 years ago in at that point in 1998 gay marriage would have been legal for around 25-27 years, even though gay marriage was legal I think that it wouldn't have been like that much because people still thought that it was strange, in todays society it is accepted as people are use to gay marriages in society. |
Controversial ads
According to The Guardian UK (2018) "The controversial ad campaign featuring a model in a bikini that asks “Are you beach body ready?” has been banned by the advertising watchdog because of “concerns” over its weight loss claims.
After receiving about 360 complaints about the campaign, mostly that it objectified women, the Advertising Standards Authority has also launched an inquiry into whether the ad is offensive.
A spokesman for the ASA explained that it was the health claims that led to the decision not to let the ad return in its current form. “We’ve met with Protein World to discuss its “Are you beach body ready?” ad campaign. It’s coming down in the next three days and, due to our concerns about a range of health and weight loss claims made in the ad, it can’t appear again in its current form.”
I think that people are more offended by how the woman looks in advert rather than the idea of weight loss because most people aren't as fit or as slim as the woman in the advert and a lot of people found this offensive. this type of advertisement because they are trying draw people in by have a female model who is quite slim to attract people and say to them to use the product to get a body like hers but most people were offended by this advert.
If there was a man instead of a woman I think that a lot of people wouldn't mind because they seem to get more offended if its a woman because the public are more offended when its a woman but not really that offended when there is a man. By this I mean that women are more offended when its a women and when there is a man the men aren't really bothered and they just move on, I think they are happy as they are but women get offended by something like this.
Most adverts have perfect women on them, this advert is different because people, mainly women, are offended because they think that's what a beach body looks like and they think that they have to look that way when they are at the beach. Women are upset by this because they think that they slim and good looking to be acceptable but the advert is just promoting their weight loss product, they aren't specifying that women have to look like that, but this advert also makes women look at them selves and for some reason it makes them think the aren't acceptable.
According to The Mirror (2018) "
"What we’re suggesting by ‘Are you beach body ready?’ is we’re asking if you as an individual have reached and attained your own goals that you set for yourself that are going to allow you to don your swimsuit."
He claimed that Renee, the model featured in the yellow bikini in the advert, used Protein World products, and that she "works hard, she plays hard, she trains and she’s done this in conjunction with Protein World". "
I think that people are overreacting because they are simply asking "Are you beach body ready?", they are not specifying that you have to look like woman in the advert. And they are just promoting their weight loss product.
After receiving about 360 complaints about the campaign, mostly that it objectified women, the Advertising Standards Authority has also launched an inquiry into whether the ad is offensive.
A spokesman for the ASA explained that it was the health claims that led to the decision not to let the ad return in its current form. “We’ve met with Protein World to discuss its “Are you beach body ready?” ad campaign. It’s coming down in the next three days and, due to our concerns about a range of health and weight loss claims made in the ad, it can’t appear again in its current form.”
I think that people are more offended by how the woman looks in advert rather than the idea of weight loss because most people aren't as fit or as slim as the woman in the advert and a lot of people found this offensive. this type of advertisement because they are trying draw people in by have a female model who is quite slim to attract people and say to them to use the product to get a body like hers but most people were offended by this advert.
If there was a man instead of a woman I think that a lot of people wouldn't mind because they seem to get more offended if its a woman because the public are more offended when its a woman but not really that offended when there is a man. By this I mean that women are more offended when its a women and when there is a man the men aren't really bothered and they just move on, I think they are happy as they are but women get offended by something like this.
Most adverts have perfect women on them, this advert is different because people, mainly women, are offended because they think that's what a beach body looks like and they think that they have to look that way when they are at the beach. Women are upset by this because they think that they slim and good looking to be acceptable but the advert is just promoting their weight loss product, they aren't specifying that women have to look like that, but this advert also makes women look at them selves and for some reason it makes them think the aren't acceptable.
According to The Mirror (2018) "
"What we’re suggesting by ‘Are you beach body ready?’ is we’re asking if you as an individual have reached and attained your own goals that you set for yourself that are going to allow you to don your swimsuit."
He claimed that Renee, the model featured in the yellow bikini in the advert, used Protein World products, and that she "works hard, she plays hard, she trains and she’s done this in conjunction with Protein World". "
I think that people are overreacting because they are simply asking "Are you beach body ready?", they are not specifying that you have to look like woman in the advert. And they are just promoting their weight loss product.
Banned Iceland Christmas advertAccording to Echo (2018) "Frozen retailer Iceland will not have its Christmas advert aired on television this year, after its decision to opt against tradition seems to have been a step too far. Earlier this year, Iceland pledged to remove palm oil from all of its own brand products by the end of 2018, so this year its Christmas advert aimed to reflect this decision and the reason behind it. However the body responsible for clearing UK TV adverts, Clear cast, ruled Iceland's does not comply with the Code of Advertising Practice (BCAP). The advert, which will now only be able to view on YouTube, follows the story of an Orangutan who comes into a little girl's bedroom, who later questions why the animal is there."
The company behind the advert is Iceland and they are saying that they wont use palm oil products in future because loggers are cutting down trees for palm oil and it is shown in the advert. Iceland they are saying that they are eco-friendly by saying to their audience that they wont sell palm oil products in future. Halfway through the advert its noticeable that Iceland have used pathos to make the audience feel emotional about the orangutans story and they want their audience to feel sympathy and realise what's happening to rainforests and they show us that the orangutan his lost its mother and home. The only other technique that they have used is ethos because they are telling us through the advert that they are a good company and they don't promote deforestation because they don't support the removal of trees for palm oil so they say they aren't going to sell palm oil based products in future. |
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Image
Why are "beautiful" people used?
According to Mail Online (2011) "Researchers found seeing an attractive man or woman in an advert excites the areas of the brain that make us buy on impulse, bypassing the sections which control rational thought.
Their study found that adverts using logical persuasion (LP) - simple, convincing facts - are less effective in making us spend than adverts using non-rational influence (NI) - feelgood, stimulating images.
A good-looking woman standing with her legs apart to advertise jeans was found to have a stronger influence on us than, for example, a car ad containing miles-per-gallon data.
This is because NI bypasses the parts of our brain that process ideas logically and rationally.
Researchers from the University of California attached 24 adults to monitors that recorded brain activity during LP and NI adverts. "
The technique done
Their study found that adverts using logical persuasion (LP) - simple, convincing facts - are less effective in making us spend than adverts using non-rational influence (NI) - feelgood, stimulating images.
A good-looking woman standing with her legs apart to advertise jeans was found to have a stronger influence on us than, for example, a car ad containing miles-per-gallon data.
This is because NI bypasses the parts of our brain that process ideas logically and rationally.
Researchers from the University of California attached 24 adults to monitors that recorded brain activity during LP and NI adverts. "
The technique done
Does society respond to the beautiful over the normal?
society responds to the beautiful over the norm because we are used to seeing the beautiful in advertising and everyone prefers to see beautiful over the norm we find that the beautiful is better to look at and this idea of beautiful being more interesting to look at than norm can be found in a lot of situations, for example if you have an average family car that is perhaps silver and you have a high end sports car with a bright fancy colour, people would rather look at the sports car because it is interesting and nicer to look at.
Do we understand this context because it is thrown at us all the time or are advertisers just tapping in to what we really want to see?
I personally think that we understand the context because it is thrown at us all the time because we are used to seeing these images all over the media and lots of other methods of advertising and the companies that show these images to sell themselves realise that these adverts do really well and people don't seem to mind them so the companies use these images in adverts more and more often because they become easier to create.
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'Norm'This advert is a good example a stereotypical advert that you would see on television because most perfume adverts would use these types of scenes to promote their product. they use snob appeal where they show that the product they are advertising can help you become either more attractive, you can have a wonderful relationship with someone or you become part of this luxurious lifestyle. in this advert the woman has used the product and the man becomes attracted to her and they start to show love for each other and this is the case in most adverts that sell after-shave or perfume. in this advert they have used 'beautiful people, which means that the people used in the advert are 'perfect' and they haven't used normal everyday people in this advert and BOSS have shown that by using this product you will look, smell and feel like either the man or the woman in the advert. another thing to notice is that the advert takes place in a skyscraper in a city inside an expensive apartment which also shows a little bit of snob appeal. the advert is directed at women because it shows that if they apply this perfume they will be more attractive towards men around them and this is an example of bribery because women will apply the product and they will also become more attractive.
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How would you change it so it was against the norm?
i would change the people to ordinary people so that the ordinary people watching it can relate because they might be watching from an average home instead of a luxury apartment in a city, and this would look a bit strange because people are not used to it but i think that people would like it more because they can relate to it. i would have the advert take place in a restaurant where one of the ordinary people use the product and then they find the other ordinary person who will join them at the bar, i think that a lot of people would like this because people can relate to it a lot easier and instead of it being in a fancy apartment with good looking people it will be in a local restaurant with everyday local people. i feel that this goes against the norm because its the complete opposite of the original advert style and people can relate or find it easier to picture themselves in that situation. i think that it would sell because people are then able to relate to it and it makes them happy
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Advert which goes against the normI chose this advert because i thought it was one of the best adverts which goes against the norm of advertising and i think that it has a good impact because it shows us that women can and do sports such as football and i think the advert pleases a lot of people because it shows women doing something no-stereotypical such as shopping or cleaning and i think that the advert does work because most people know that women already take part in the sport activities shown in the video and i think that people are happy and i don't see any reason why anyone would have anything to complain about because women do these activities and showing it in an advert isn't going to effect anyone in a bad way. personally i like the advert because it shows normal things and i couldn't understand if people complained because the events in the advert are normal and women do run and they do play football and i personally think that it would sell because the young girl going from singing to playing football is a good touch because its not stereotypical and it comes across as being quite inspiring for young girls of a similar age because they would also see a women perhaps in the kitchen, cleaning, or shopping and i think that its good showing something non-stereotypical for them to look at.
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