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Adverts are chock-full of gendered messaging – and obviously it’s not all bad. No one seriously thinks girls can’t handle “man crisps” McCoys or that dads that go to Iceland will be beaten out by Kerry Katona wielding a 24 Piece King Prawn Party Selection. Yet many adverts feature insidious messages that can slowly shape our perception of the world. Are all women supposed to be at the kitchen sink? Are men incapable of looking after their own children and are they all sofa oafs unwilling – nay, unable – to iron a shirt or clean a kitchen tap?
Gender stereotypes like these have a negative impact on both women and men. A new report on gender stereotyping in advertising by the Advertising Standards Authority (ASA) and Committees of Advertising Practice (CAP) argues that gender stereotypes “can lead to mental, physical and social harm which can limit the potential of groups and individuals”. In particular, young children easily internalise the messages they see. The report, entitled Deceptions, Perceptions, and Harm, argues that a “tougher line” needs to be taken on ads with stereotypical gender roles, or ads that mock people for not conforming to gender stereotypes.
Tait A. (2017). Why new rules on gender stereotyping in ads benefit men, too. Available: https://www.newstatesman.com/politics/media/2017/07/why-new-rules-gender-stereotyping-ads-benefit-men-too. Last accessed 10th Sep 2017.
Gender stereotypes like these have a negative impact on both women and men. A new report on gender stereotyping in advertising by the Advertising Standards Authority (ASA) and Committees of Advertising Practice (CAP) argues that gender stereotypes “can lead to mental, physical and social harm which can limit the potential of groups and individuals”. In particular, young children easily internalise the messages they see. The report, entitled Deceptions, Perceptions, and Harm, argues that a “tougher line” needs to be taken on ads with stereotypical gender roles, or ads that mock people for not conforming to gender stereotypes.
Tait A. (2017). Why new rules on gender stereotyping in ads benefit men, too. Available: https://www.newstatesman.com/politics/media/2017/07/why-new-rules-gender-stereotyping-ads-benefit-men-too. Last accessed 10th Sep 2017.
--------------Disability In Adverts------
“It’s so important that people with disabilities are featured in the mainstream media and advertising – particularly if they are showing them as independent and capable of participating in everyday life – not only objects of charity"
Scope For Change and disability campaigner Sarah Troke |
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-------------------The Norm-------------
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Controversial Adverts
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Body Image
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'The Norm' VS Challenging 'The Norm'
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This is an advert that fits the norm. In it the mum is doing all the household jobs. Some could argue that she has to as their is no dad, however it still portrays the mum having to do everything. It targets anyone who has gone through loss and this is what people see. No-one notices the stereotypical factor to it. I would change this advert in such a way that it would create more of a focus on what the boy see's the mum do, as it would be there to create more relatable content. This advert does work because of how people can relate to it.
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Even though what takes place throughout the duration of the advert is not 'unusual', it's relation to the society of today, in the world of advertising it is considered as very 'unusual' and against the 'norm'. This is because it presents both the man and the woman as equal.
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