Super Bowl Stereotypes

Advertising has come a long way in terms of advancement with the enlightenment of the new technological age we live in now. In James Twitchell’s essay “What We Are to Advertisers,” the author explains that mass production means mass marketing, and mass marketing means the creation of mass stereotypes. Generally, the use of stereotypical profiling in our society not only exists in regards to race, social class, personality type, and gender but also holds a special meaning in advertising circles as well. To advertisers, stereotyping has become an effective means to pitch their products according to the personality profiles they have concocted for us and are most times eerily accurate. For instance, according to advertisers, the daytime

Stereotypes have great impacts on people all over the world. One of the reasons why people believe stereotypes blindly is that they know less about the objects. In order to decline the uncertainty of this new object, people choose to believe the stereotypes to feel safer. For the purpose of understanding the world more objectively, we ought to treat stereotypes critically and at least not be convinced of stereotypes blindly anymore.

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

Stereotypes are socially constructed, over-generalized views regarding a particular group of persons with certain characteristics that are widely accepted, and usually expected, in a society. The dominant group of a certain society, which in this case is probably Caucasians and men, usually creates these social constructions. Claude M. Steele, a researcher from Stanford University, performed multiple research studies on the idea and psychological effects of stereotypes on its victims. In his studies, he coins the term “stereotype threat” as the “social-psychological predicament that can arise from widely-known negative stereotypes about one's group,” which implies that “the existence of such a stereotype means that anything one does or any of one's features that conform to it make the stereotype more plausible as a self-characterization in the eyes of others, and perhaps even in one's own eyes” (Steele 797).

Picture a long, stressful day where an avalanche of work completely exhausted your energy. The only thing worth looking forward to is coming home to relax while tuning into your favorite television show. In between the show, a commercial comes on to propose an energy drink built to help overcome those prolonged and demanding days at work. Advertisers are known for creating the most influential and effective way to launch their products to the general public. In the article “Men’s Men and Women’s Women”, author Steve Craig suggests that advertisements rely on stereotypes in order to manipulate consumers. Likewise James Twitchell, author of “What We are to Advertisers” strengthens Craig's reasoning by discussing the methods of persuasion that capture their respective audience’s attention to create a good commercial and sell a product. Both authors focus on the different techniques used by the advertising industry. Through their supporting demographic and psychographic evidence, they utilize advertising to show a strong correlation between each other. By using subtitles both authors explain the distinctive stereotypic profiles that are formed just from advertisers constantly examining the target audiences in order to create a connection with the product and the consumer. Twitchell reinforces Craig's position by introducing the different types of profiles advertisers target and be recognizing the effects of the method pathos and logos has

Clark’s work on identity and stereotyping has continued and has extended to not only minority groups, but to white-Americans and women as well. Research on prejudices and stereotyping has continued in the area of education. According to Steele (2004), the framework of one’s life can be controlled by their social identity and that individuals must contend to the prejudices and stereotypes that they socially must identify with. Further research suggests that those who are exposed to negative stereotypes are influenced either by believing or mimicking the stereotype or, both (Steele, 2004). Steele (2004) found that stereotypes have contributed to the underperformance of minority groups in the school setting. As suggested by Clark, Steele (2004) also believes that conforming to suggested stereotypes weakens the social identity and brings severe deficits to the ability of student to excel in the classroom. Clark’s ideas on stereotyping were elaborated in the notion that stereotype threat does not only affect minority groups, but can exhibit deficits in any group of individuals. For instance, Steele (2004) offers the example of white vs. black athletes and how in many sports (e.g. basketball or football) white athletes have shown to feel less competent in comparison to black athletes because of

Stereotyping is a normal part of every one’s life. Humans, by nature, classify things. We name animals and classify them by common characteristics but stereotyping can have negative repercussions, and everyone does it. In a recent study it was proven that everyone has an unconscious need to stereotype (Paul). In Junteenth and The Invisible man, Ralph Ellison argues that stereotyping can cause mayhem by making the people become something they are not.

In life, there is a common ground on which most every person can relate. At one time or another, we have all been promoters of or victims of the unremitting nature of stereotypes. According to the Webster’s dictionary, a stereotype is defined as “a simplified and standardized conception or image invested with special meaning and held in common by members of a group.” Most stereotypes take on a negative form and are based on characteristics such as age, gender, race, status, and personal beliefs. Generally speaking, the greatest problem that arises with stereotypes is that they judge group of people by the characteristics and actions of their ancestors, rather than on an individual basis. More often than not, these assumptions will

From TV commercials and product placement to billboards and posters, thousands of advertisements bombard the average American every day. To be effective, an ad must attract the consumer’s attention, maintain the public’s interest, create or stimulate desire, and create a call for action. These advertisements can be small enough to fit on a three-inch screen or large enough to cover the side of a building. But no matter what the size, in this world of ever-shrinking attention spans and patience levels, ads have to be efficient in portraying their ideas. In order to successfully depict certain ideas, advertisements rely on shortcuts. These shortcuts usually involve stereotypes. In the media, stereotypes are inevitable because the audience

“Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation.”

The first experiment conducted by Devine and colleagues conducted a well thought out experiment in terms of their technique. In all three studies the authors’ randomly assigned the participants to the experiments increasing the ability to generalize this sample to a larger population. In addition, the participants were asked to freely respond to the question, providing a more accurate knowledge of stereotypes because no cues were provided to influence the subjects’ knowledge. The anonymity of the participants also allows subjects to freely provide information without being judged resulting in an easier access to their private thoughts. Alternatively, in all three studies the authors recruited a number of white participants. This may produce bias in their results as stereotypes and prejudice towards blacks have historical roots in their culture. In the first study, the list of traits do not completely capture

Most people find stereotypes to be obnoxious, especially when they have to do with sensitive subjects like gender or race. “Stereotyping is a generalization about a group or category of people that can have a powerful influence on how we perceive others and their communication behaviors” (Floyd, 61). Because they underestimate the differences among individuals in a group, stereotyping can lead to inaccurate and offensive perceptions of other people. Although stereotypes are prevalent in almost every society, becoming aware of our perceptions of others, as well as differentiating between both positive and negative stereotypes can help us overcome those stereotypes.

The presences of stereotypes are overwhelming and are developed by both the environment a subject is raised in and their family. Stereotypes, which are pervasive throughout different societies, become intertwined in the collective values of the society as justification for all forms of social, economic, and political inequality among groups (Devine and Elliot 2000;Kaplan 2004; Operario and Fiske 2004). As people become more exposed to stereotypes they start to become a permanent part of a person’s life, they begin to stereotype themselves almost always involuntarily.

Stereotypes have an overwhelming effect especially on the people they are directed towards. Studying stereotypes helps in understanding the factors leading to discrimination of certain people and not others. This is because stereotypes are depictive of opinions that are often passed from one generation to another within a particular culture. Mass media such as television and newspapers form a common source of opinions in the contemporary society (Kotter & Hess, 2012). The media presents messages in steady, repetitive, and compelling manner, making them believable to almost everybody. Stereotyping opinion and depictions from the media can thus have detrimental effects on the

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following