Representation

Representation

Disability

Regionalism

Class

Age

Gender

Ethnicity

Sexuality

Stereotypes - visual short cuts, often repeated

Archetypes - ultimate stereotype, exaggerated

Counter type - challenges traditional stereotype

For this task we tried to find 3 stereotypical adverts and 1 counter typical advert. 

Coca Cola Advert

This is a counter type as the media portrays men as idealistically straight, the man in this advert fights over the girl to give the overly sexual, exaggerated pool boy a bottle of coke. This man is literally falling head over heals to meet another man which isn't often shown through the media. However, this could also be seen as a stereotype as at the beginning the gay man is seen in a more feminine pose, with the backs of his hands cupping his head. Perhaps this shows gay men as more feminine. 

Sexist Car Commercial

I find this advert sexist as it shows women as bad drivers when she parks on top of the hill, it further shows men as better drivers when the husband tells her she was wrong. The driver admits it however but decides to ignore him anyways, perhaps portraying women as wanting to be right always, thus, somewhat inferior to men. Lastly, the boy in the back of the car is dressed in football gear, despite not being a very strong message, this does show that young boys are typically into stronger, more reckless sports and dress accordingly.

Banned Alcohol Advert

This advert is heavily sexist as it shows the woman constantly complaining, showing how women never shut up and always find something to talk about. It then shows how the man unplugs the woman so he can get some peace and quiet, this further shows the man as more powerful as he literally folds his spouse into a role. Lastly, it shows two men at the end sitting down with alcohol, personally I find this sexist as it doesn't highlight the fact that women can drink too, but only emphasizes how beer is a male beverage.  

Homophobic Chevrolet Advert

Here, a man is seen singing which makes the other men increasingly uncomfortable as singing is often portrayed as a talent only for women. The advert then highlights this saying there is enough space in the vehicle to lean away from the singing man. Showing a sense of homophobia through the use of awkward facial expressions and the highlighted awkward fact through the narration.