Download Speech, part 2 | LING - English Words and more Quizzes English Language in PDF only on Docsity!
Women should be in the kitchen, and they should look after their husbands - NOT!Stereotypes are the idea that everyone within a certain group shares the same characteristics. A stereotype is a shortcut for the brain that is, it allows your brain to make a snap judgment based on immediately visible characteristics such as gender, race, or age. TERM 2
DEFINITION 2 For example, that only men should play contact sports like football - but, you must have been living on Mars if you didnt notice that 55,000 people attended the AFL Womens Grand Final over the weekend - women certainly can play football! TERM 3
DEFINITION 3 Stereotypes dont just appear out of nowhere they are based on ideas and experiences with certain groups and then extended to apply to an entire group - groups that are defined by gender or race for example. The problem is that people dont function solely as members of a group. We know this to be true about ourselves and our close friends. TERM 4
DEFINITION 4 Stereotypes are problematic and harmful in that they continue to suppress and inhibit peoples opportunities and choices. Today i want to talk about:1 A critique of the kinds of stereotypes offered in two different advertisements;2 The elements used to construct each advertisement, and3 Why i think the representations are unfair. TERM 5
DEFINITION 5 In the world of advertising the role of gender within stereotyping occurs frequently. Advertising companies are purely in the business of selling a product for their client - they will use any means they can to do so, and thereby bring in as much money as they can. All elements of persuasion are fair game.
Advertisement 1 has a simple message: this Mothers Day get back to the job that really matters. Beautiful in its simplicity - a happy mother and daughter cleaning. But, who is really ever happy doing the cleaning? Lets take a closer look at what is happening here. TERM 7
DEFINITION 7 Saying this Mothers Day, get back to the job that REALLY matters takes away from the formality of the day (Mothers Day), making it seem like women should clean all day, no matter the occasion and the best gift to get them are cleaning products! TERM 8
DEFINITION 8 And, they will be joyous to do it! The thing that really struck me about this ad was the mother is further influencing her daughter as she is watching her clean and therefore contributing to gender norms and stereotyping into the next generation. TERM 9
DEFINITION 9 Advertisement 2 has a different message which targets the stereotype that men cant take care of children, have a hard time doing so, and really require a product that will be so robust because Dads are hopeless at using them and really dont have a clue. The text in this advertisement undeniably states this as it says Dads push diapers and wipes to the limit. TERM 10
DEFINITION 10 Whilst the product becomes the hero of the story - effectively saving the day because it is Dad-proof - the advertisement continues to reinforce a stereotype of Dads not being great primary carers for their children.
In conclusion: Gender stereotypes are regularly used by advertisers to sell a product - it really is lazy advertising, because our brains are generally lazy and want to take the easy way out when making decisions; Gender stereotyping is offensive to most women, and contributes to justification of injustice and discrimination and validates oppression; and TERM 17
DEFINITION 17 All countries are obliged to ensure that there are laws in place to guard against gender stereotyping.So, take a harder look next time you see an advertisement, or you witness people being stereotyped in whatever form - and, say something.Thanks for listening.
