How Advertisers Perpetuate Stereotypical Roles and Images in Order to Target Specific Audiences

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How Advertisers Perpetuate Stereotypical Roles and Images in Order to Target Specific Audiences Advertising is a multi million pound industry that targets people of all ages and gender, in order to sell and promote products. By targeting these different people the images and messages vary considerably both in the visual and verbal sense, so stereotyping occurs to reach a wider audience. Adverts directed at teenagers persuade them that by purchasing a particular product they are 'fitting in' with other teenagers and role models. Often negative comments and perception can result in prejudice against a particular person or group, as in the case of the African American lawyer. When dressed in a suit was treated with great respect but when he changed into casual clothes and bandanna he was avoided and shunned by the public. Robert Winston's television programme on our perception of others also demonstrated this. Many advertisements in the media use stereotypes to persuade the target audience to buy their product. The definition of stereotype is to demonstrate an over-generalised idea, impression or point of view allowing for no individuality or variation. In the two advertisements given I have to compare the two by commenting on the copy (writing), image, slogans, layout. Thereby describing how advertisers perpetuate stereotypical roles and images in order to target specific audiences. Pressure is immense to fulfil this role; therefore creating a consumer culture that needs particular items, which can then lead to financial stress within a family group and encourage prejudice. If teenagers for example are unable to fit in with this stereotypical role perpetuated by the advertisers they may find themselves segregated from their peers. Adverts directed at the older generation are generally more subtle in their format and create less of a 'must have' reaction. Some people may be easily influenced by advertising and therefore vulnerable to exploitation. The advertisements feature the Ford Focus Ebony and the All new Ford Fiesta. The two advertisements have both similarities and differences. The similarities of the two adverts are the layout, featuring the cars

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