Stereotypes: The Role Of Women In Advertising

It is clear that we live in an increasingly multicultural society. Just a simple look to any school or Institute of our country to give account of the variety of colors, languages and dresses (almost always) coexist in harmony. All mix is certainly enriching: different perspectives, different ways of understanding life. Contact with different cultures benefits everyone because we can learn from the experiences of others which make us better. We have at our fingertips flavors from around the world through various culinary traditions. We can live in our cities and learn customs from around the world. Contact with each other and cultural reality is essential to understand what we thought unquestionable; the immutable truths that we had learned
Stereotypes are still present in our society while women entered the workforce and will equate to the man. The woman is identified by its body, relationships and beauty not valuing the information and intelligence they possess. In the advertising world we find different types of stereotypes, but the principal one is the sex stereotype. This is used for all types of products and even for those who have nothing to do with it. It is a stimulus that the receiver hosts quick and positive. The role of women in advertising has been highly stereotyped, representing it always as wife, mother, housekeeper or even female object. The woman is represented as an object of man's desire. Stereotypes in advertising are simplified ideas of reality that have been accepted by the society or by a particular group of people. It does not simply try to sell the product to which they refer. Many times in the beginning it may be forced or even comical, but at the end, the end the message ends up being
Decisions, normally, have to take them without enough time to be able to analyze the information received and stored. This is why we need mechanisms to simplify the reality of our environment. A way to do this is categorization, i.e. to organize the world by classifying objects in groups. Ultimately, stereotypes are beliefs we have about a group, and prejudices are attitudes, in the most negative cases, that we adopt towards this social group in particular due to such stereotypes. For example, a jury can convict more easily to a person if this takes facial tattoos (Funk, 2013). In conclusion, the stereotypes do not necessarily have to be negative. In another study, Pennebaker, Rimé and Sproul in 1996, show that in 20 countries of the northern hemisphere, shows that people from the South of each country were more expressive than the people in the North. Even prejudices can be adaptive depending on context, but must be aware of how we affect and influence, and up to what point can be discriminatory and harmful to society and our interpersonal relationships. So far, social psychology has been most successful in explaining the prejudices and stereotypes that offering tools to reduce them. In any case, we know that having experiences and real information, clear and direct about an individual belonging to a particular group can