The media often uses images of men and women in stereotypical roles in print and non-print texts. This is quite common because society has been taught to accept groups of people with certain characteristics, especially females. They are often stereotyped by their roles in society and their image. Stereotypical women are commonly used in feature films like Legally Blonde and print texts to exploit maternal role models and sex symbols. The media uses persuasive techniques such as layout, camera angles and lighting, characters and setting to promote stereotypes.
The layout in print advertisements can mean a lot of things. The Band-aid advertisement for healing gel exploits the image of a perfect mother by the layout. The mother is holding her daughter in a protective caring pose. The mother and daughter are light haired, Caucasian, young and good-looking, they are both perfect. The characters are on the left hand side of the page, the side we see first and the heading is Healed with love, this could represent that mothers are best to love and care for children. The advertisers have used a mother because women have been stereotyped as the major cares of children. The layout also includes camera angle and lighting to display this stereotypical image of women.
In the Band-aid advertisement, the camera angles and lighting focus on the perfect features of the characters to help exploit the perfect mother. In the advertisement, the lighting has been focused on the top of the mother and the side of the child. This exploits the characteristics of the perfect mother such as being moral, caring and loving. In Health products, the media tends to use people with a clean appearance and good looking to promote their products because we have been taught to believe that these people are perfect and if we use the product, we will be like them. The stereotyping of women’s roles within society is frequently reinforced by the setting they are placed in and the characters they...
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