Advertising and marketing - three case studies

Question 1

Why are stereotypes used?

Answer 1

Simplify complex characters for the audience’s understanding.

Question 2

Do we see the modern/traditional representation of gender in Dove’s advert?

Answer 2

• No second parent ~ assume it’s not a single parent situation as the 3 children are under 5.
• Women’s role = carer = stereotypical.

Question 3

What does Polysemy mean?

Answer 3

Having multiple meanings.

Question 4

Analyse Dove’s advert:

Answer 4

• Cornflakes in air ~ chaos.
• Clean house ~ organised.
• Woman by herself ~ single parent.
• Fridge = full and modern counters ~ second parent = working as they have money.
• “#BeautifullyRealMoms”

https://docs.google.com/presentation/d/101OuP5P6uUXXmVib-BDPdZGMfIO5tPmFGbKwMxL1H9U/edit#slide=id.g2978646f594_0_15

Question 5

Analyse River Island’s advert:

Answer 5

• “Labels” ~ labels in clothes and stereotypical labels - polysemic.

https://docs.google.com/presentation/d/101OuP5P6uUXXmVib-BDPdZGMfIO5tPmFGbKwMxL1H9U/edit#slide=id.g2978646f594_0_15

Question 6

Analyse Shelter’s advert:

Answer 6

• Pale faces - sadness and fear in eyes and lighting - also making them look like they are coming out of the darkness and into light (out of past and into future).

https://docs.google.com/presentation/d/101OuP5P6uUXXmVib-BDPdZGMfIO5tPmFGbKwMxL1H9U/edit#slide=id.g29c0199df49_0_24