Advertising and the Other Flashcards
(18 cards)
What are cultural schemas?
- Cultural schemas are broader than stereotypes – they define group boundaries and provide scripts for understanding categories `
What are some racial representations in canadian media and US advertising?
o Canadian media underrepresents visible minority groups
o When racial minorities are represented in advertisements, they often conform to stereotypes
o Asians have few and narrow stereotypes, while black people have slightly broader stereotypes
How does food play a role in in food and dining subtypes?
o Food plays and important and symbolic role in everyday experiences, family and cultural traditions, and holidays
o Food ads were used to determine cultural schemas surrounding certain groups
How is race connected to food and dining subtypes?
o White overrepresented overall in food ads compared to black people/Asians
o Whole food ads were primarily white while fast food and processed food ads were more racially diverse
What is white nostalgia schema?
Whites linked to food production and consumption
White history has established this link
What is white natural schema?
Whites linked to nature and the wholesome foods it has to offer
Whites as more in tune with the natural world than minorities
What is white highbrow schema?
White associated with foods that are associated with the high-end and luxurious
what is black blue collar schema?
Blacks shown as having working-class relations to food and food production
What is the white nuclear family schema?
Whites have traditional family set ups
Shows an association with social stability and healthy eating
What is asain technocrat schema?
Shown as unemotional overachievers
One-dimensional people
Who are the “others”
- People from minority groups
- Older adults
- People with disabilities
- Overweight individuals
- Gays and lesbians
Advertising and minority groups (Examples) - go over lec slides
- Aunt Jemima ad
- Uncle Remus syrup ad
- Maxwell House coffee ad with men in blackface
- Fairy Soap ad with black and white girls – “why doesn’t your mom wash you with Fairy Soap?”
- Enlistment ad vs. Vogue cover
- Diesel ad with black woman – “how to control wild animals”
o Women of colour are often portrayed as wild - Life cereal box models
- Intel ad with white boss and black employees
o Black runners facing down (subordinate), white man standing tall (dominant)
o Pushes the idea that executives/CEO’s/bosses are always white men
o Stereotype that black people are good athletes - PlayStation ad – “portable white is coming”, white woman vs. black woman
- H&M uses black model to advertise “coolest monkey in the jungle” shirt
- Chinese laundry detergent commercial – “washing” a black man to make him Asian
- Nivea ad “re-civilize yourself” using a black model
- Cross country event ad “run like you stole something” with black runner
- Roblee shoe ad “red skin” shoe with Indigenous models
- “How how how” Indigenous ad
- Drink powder “Injun orange” and “Chinese cherry”
What is there to say about advertising and older people?
- AARP’s campaign in advertising trade publications: “When you turn 50, doctors don’t pronounce you dead, advertisers do”
- Western culture does not respect elders in the same ways other cultures do
- 75% older people and 50% of students say they are not interested in buying products from a brand that represents older people in a disparaging way
- Durex ad with older woman on a pillow
- Dove “campaign for real beauty”
What is there to say about advertising and disabled people?
o Are excluded/deliberately ignored in media
o Denied the role of consumer
How are disabled people represented in ads?
o Present a particularly distorted view of people with disabilities
o Typically aim to raise money
which ads have been good for disabled people?
`- Simyo phone card ad with man who has down syndrome
o Issued a statement backing up their ad, say they hired him because he was a successful actor who they wanted to represent their company
- Nike ads supporting the Paralympics
- Rio 2016 Paralympics ad “we are the super humans”
- Subaru ad with blind guy: soft sell approach
How are the overweight represented in advertising?
- Mostly disparaging towards women
- Lots of Weight Watchers ads
How is the LGBTQ community represented in advertising?
- Trans people are underrepresented
- Dolce & Gabbana ad and Abercrombie & Fitch ad – “gay window advertising”
- HIV Toronto ad with 2 cowboys released shortly after Brokeback Mountain, perpetuating the relation between homosexuality and HIV
- Idea that gay people have more money
