Stereotypes in Advertising Essay Example | Topics and Well Written Essays - 1750 words

Stereotypes in Advertising - Essay Example This paper shall now discuss stereotyping in advertising. It will first explain what stereotyping means; second, it will show two different examples of stereotyping (gender and age); and third, it will discuss the role of stereotyping in future advertising. Stereotyping is about sharing beliefs and values, based on personal qualities, personalities, behaviour, and traits distinct to a specific group of people (Gafencu-Bandiul, 2006). Stereotype was first used by Lippmann in 1922 in psychosociological applications where he evaluated images of the mind needed in order to sift through complicated and objective realities (Gafencu-Bandiul, 2006). At present, most researchers in psychology declare with the definition used on Leyens and colleagues (1994) who suggest implicit discussions on personality seen for specific groups of people. In terms of personalities, stereotyping relates to associated variables, mostly visual and unique, variables which assist cognitive functions. In the same vein, the direction of data from the environment supports these stereotypes (Gafencu and Bandiul, 2006). Expressing stereotypes is based on premises where behaviour is based. However, as pointed out by Cuddy and colleagues (2009) this often is not confined to behaviour alone, but on the way people express and support stereotypes within groups. Language used to describe what is observed may sometimes be different from the abstract concepts. Speech is sometimes applied to image, not so much on the written language; however stereotypes can also be manifested through written speech, film, sports, concerts, and advertisements where the stereotype would impact significantly on utterance (Gafencu and Bandiul, 2006). There are numerous gender stereotypes across the world. Due to globalization trends around the world, consideration unification of these stereotypes has been seen. Social trends like women’s emancipation, feminism, and the thirst for human rights have