1.
STEREOTYPES
and
ADVERTISING

2.
Stereotypes
• “Act like a man”
•

3.
Stereotypes
• “Be Ladylike”

4.
Stereotypes
• Where do we learn gender roles?
• What people teach us stereotypes? Entertainment? Sports?
Media?
• What other people influence our learning on gender roles?

5.
• Real people can experience the full range of emotions,
including happiness and sadness, love and anger.

6.
• Stereotypes are destructive because they limit our potential.
• Boys are not born to be violent, or have unhealthy attitudes
towards girls.
• Girls don’t have to be submissive.
• We can free ourselves from these restrictions being aware of
how we learn them.

7.
Male archetypes in advertising
• ATTITUDE IS EVERYTHING:
• Basic instincts: sex, fear,
agressiveness refer to
masculinity

8.
Male archetypes in ads
• THE NEW WARRIORS:
• Strength, power, adventure. Consumers associate danger,
violence and excitement.

9.
Male archetypes in ads
• THE CAVE MAN MENTALITY
• Use of violent male icons or heroes from popular history to
demonstrate masculinity: soldiers, pirates, even cowboys.

10.
MUSCLES AND THE IDEAL MAN

11.
Can violence sell a product?

12.
What can you see in these
pictures?Analyse them.

13.
Compare and comment these
two ads

14.
WomenValues in Ads
• Beauty associated to sex appeal or thinness

15.
• Now, it’s your turn to think and be critical.
• What’s the women roles in ads?
• Look at the next slides and draw your own conclusions.

16.
Old ads

17.
Modern ads