Rhetorical Choices in Advertising

The Influences of Stereotypes and Taste

How are advertising creative choices made?

The Client “Brief”

        what we're going to talk about

   (the product)

        what there is to say about it

  (features and benefits)

Review the client's budget and advise on which media are most suitable.

What you tell the creative team

Who are we talking to?

 (what's our target market?)

What are we saying?

(what's the single-minded communication?)

How are we saying it?

(what tone of voice should we use?)

What kind of media outlet is required?

(ie, 3 x press insertions, 1 x 30' TV ad)

They often start with a stereotype

Using stereotypes sets the stage for messages; they convey characters and images quickly and clearly

Unless you are oriented another way (Marx)

Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual social role or occupation.

Stereotypes can be Problematic

They can:

• reduce a wide range of differences in people to simplistic categorizations
• transform assumptions about particular groups of people into "realities"
• be used to justify the position of those in power
• perpetuate social prejudice and inequality

 What is the difference? 

A stereotype is an exaggerated belief, image or distorted truth about a person or group — a generalization that allows for little or no individual differences or social variation.

A prejudice is an opinion, prejudgment or attitude about a group or its individual members.

Stereotypes of Men in Commercials 

University of North Texas professor

Steve Craig argues:

•       Most commercials directed to male viewers tend to air during sports programming.

•        Women rarely appear in these commercials, and when they do, they’re generally portrayed in stereotypical ways.

•        Women tend to be presented as "rewards" for men who choose the right product. He describes such commercials as "narratives of playful escapades away from home and family."

They operate, he says, at the level of fantasy—presenting idealized portrayals of men and women.

Here are some examples: 

The Joker 
is a very popular character with boys, perhaps because laughter is part of their own "mask of masculinity." A potential negative consequence of this stereotype is the assumption that boys and men should not be serious or emotional. However, researchers have also argued that humorous roles can be used to expand definitions of masculinity.  

The Jock 

is always willing to "compromise his own long-term health; he must fight other men when necessary; he must avoid being soft; and he must be aggressive." By demonstrating his power and strength, the jock wins the approval of other men and the adoration of women.  

The Strong Silent Type 

focuses on "being in charge, acting decisively, containing emotion, and succeeding with women." This stereotype reinforces the assumption that men and boys should always be in control, and that talking about one’s feelings is a sign of weakness. 

The Big Shot 

is defined by his professional status. He is the "epitome of success, embodying the characteristics and acquiring the possessions that society deems valuable." This stereotype suggests that a real man must be economically powerful and socially successful.

The Action Hero is "strong, but not necessarily silent. He is often angry. Above all, he is aggressive in the extreme and, increasingly over the past several decades, he engages in violent behavior.“ 

The Buffoon commonly appears as a bungling father figure in TV ads and sitcoms. Usually well-intentioned and light-hearted, these characters range from slightly inept to completely hopeless when it comes to parenting their children or dealing with domestic (or workplace) issues. (Al Bundy/Homer/Peter/ . . .

 

Valence of Portrayals

•       Refers to the emotional significance of the portrayal.

•       Your significance depends on your context

Good Mom vs. Bad Mom 

Cultivation theory

–A pattern of setting, casting, action, and social typing (because there is sooooo much TV)

Expectancy Theory

–People will start to act that way because that is what is expected of them. (The “good mom” has a very specific purpose) Remember the feedback loop.

Europe Takes Aim at Sexual Stereotyping in Ads

By DOREEN CARVAJAL

PARIS

        “The essential concern that we have is that it is mixing two different things: gender stereotyping with discrimination and degrading images,” Mr. Lohan said. “That’s a real problem because stereotypes are not necessarily something that are bad. They can be totally harmless or quite entertaining.”

The European Parliament has set out to change this. The legislature voted 504 to 110 to scold advertisers for “sexual stereotyping,” adopting a nonbinding report that seeks to prod the industry to change the way it depicts men and women.

The lawmakers’ ire has many targets, from a print ad for Dolce & Gabbana (which had a woman in spike heels pinned to the ground and surrounded by sweaty men in tight jeans) to Mr. Clean, the 1950s advertising icon whose muscular physique might imply that only a strong man is powerful enough to tackle dirt. 

Here here is a more recent one from Bloomingdales

 How do we know when a boundary has been crossed?

What has offended you in a commercial?

–Fighting terrorism – don’t let the terrorist win

What is appropriate for the target audience may not be appropriate for all consumers of the media.

–Project Runway, Super Bowl


FOR MONDAY
Find an ad and post it to your blog.

Who are we talking to? 

 (what's our target market?)

What are we saying? 

(what's the single-minded communication?) 

How are we saying it? 

(what tone of voice should we use?) 

What kind of media outlet is required?
THEN

1. Define the stereotype presented (don't be afraid to challenge if you think it does not exist anymore.)
2. Reson out why this brand would use this stereotype (what do they expect the audience to know, assume or accept?)
3. Do you believe that the brand made a good choice and why?
You may have to do some research about the ad you choose to find some of these answers. Make sure that you cite anything that you find on the internet.