Stereotypes in Alcohol Advertising to Teenagers
1. Gender Messages in Alcohol Advertising
Stereotypes refer to standardize and simplified conception of groups, based on some prior assumptions. For example, a girl might not choose to be an engineer as most of the people have set their minds that the profession is always a guy. This is what we call stereotyping. But, who says a girl cannot be an engineer? According to the Media/Impact: An Introduction to Mass Media, Ninth Edition by Biagi(2009/2010), journalists often use shorthand labels to characterize ethnic and other groups. The image of woman portrayed by the media has been the subject of significant contemporary studies by many media researchers. Observers of the stereotyping of women point to past and current media portrayals showing very few women in professional roles or as strong, major characters. The implication in Modleski’s research is that women who read romance novels will believe they should act like the women in the novels they read. A stereotype that has existed since 1740 still shows up in today’s media. (P 286) According to the “Gender Messages in Alcohol Advertisement, 2009”, there are males and woman stereotypes in alcohol advertisement. Male stereotypes can be divided into several categories in alcohol advertisement.The Joker is a very popular character with boys, perhaps because laughter is part of their own "mask of masculinity." A potentially 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 behaviours.” The Buddy is a concept which stressing that men should make friends through alcohol. Alcohol brings happiness to men and his friends. Female stereotypes in Alcohol Advertising can be divided into few categories. The Sexpot or Bimbo is the sexualized "girl." Flirty, giggly and jiggly, this stereotype is young, usually blonde, and non-threatening. The Man Eater is the sexually aggressive female. She has a harder edge than the sexpot and is usually a bit older. Glamorous rather than pretty, she gets what she wants from men by using her sexuality. The Rebel asserts her independence by being a bit wild, in a cute and sexy way. Unlike her male counterpart, the action hero, female rebels are not portrayed as being angry or aggressive. Instead, they achieve liberation through drinking, smoking and partying. The Prize is that "perfect woman" who can be yours if you consume the right beverage. Pretty, but not giggly, the prize smiles provocatively or remains emotionally aloof. This type of woman is more commonly portrayed in TV commercials in which there are time to develop a plot to explain how she is "won". The Party Girl is stylish, sexy, glamorous and the "life of the party." Fun loving and confident, she is the centre of attention. (Gender Messages in Alcohol...
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