Commercial Stereotyping

As learned in class, stereotyping is the linking of a person, group, culture...ect. to a group of traits. While watching commercials I noticed the typical stereotypes in real-life people as well as cartoon-drawn figures. Likewise, I also became familiar with strong brand advertising when promoting a new product and or upgrade to an already existing one.

Teenagers were the prime targets in the first couple of commercials I viewed. Both under www.abovetheinfluence.com, a strong message was conveyed to the audience. In the first, a stereotypical urban setting showed two groups of teenagers sitting on the front steps of their row homes (across the street from each other.) The speaker was a Latina girl who rapped about whether or not (her neighbor- male) would make something of his life and leave his addiction to weed behind. The second, remained on the topic of weed by showing an ever-changing boy's bedroom, as he'd come in and out with small bags filled. The accumulated drug ended up creating a cocoon around him, only for an over-weight middle-aged man to break free. The words "affects who you are tomorrow" appeared before the commercial was over.

Aside from the city-drug stereotype of teenagers, was a college-stadium type setting in another commercial, where a nervous middle-aged presenter stood in front of the class. A male student chose to stand up and comfort the man by saying he could picture him naked, as well as telling the girl next to him that she was free to do the same. It was insisted that Clearasil Ultra "may cause confidence" and that a money-back guarantee was offered if product was not found helpful.

The commonly seen beauty commercials were of no surprise. Model-type young adults played on the beach, as a girl's glistening hair was the supposed result of (Color Shield) Gardiner
Fructis. Likewise, a beautiful woman in an elegant gown, promoted "no knife's needed" for Olay Micro Sculpting Creme.

T-Mobile and Verizon took familiar stereotypical approaches of husband and wife, and a middle-aged man in the dating scene, but put creative touches on their commercials. A nervous, mumbling middle-aged man, tried desperately to leave the perfect voice mail to a woman, as he kept making mistakes. 1000 T-Mobile Whenever Minutes and Unlimited Nights and Weekends for $39.99 was the plan advertised. Just as unique and attention grabbing was Verizon. As a worker deeply breathing is helped to a car (in the route to a hospital), he grabbed and opened his phone as a tunnel approached and asked the famous phrase, "Can You Hear Me?" We then see his assumed wife doing the same breathing technique, in labor, as she too is in a car on the way to the hospital. In conclusion, the new Pink BlackBerry Pearle was advertised for Valentines Day.

For the women audience, Wish Bone used happy, smiling female salad eaters, as the Salad Spritzer was advertised, while a woman layed on a ground covered with lettuce (throwing it towards the sky.)

In the advertising of drinks, Red Bull chose to use stereotypical cartoon drawings to illustrate its message. As a will was presented by an older man, to a young man and elderly woman, the money was given to "Jacqueline Monique Smith" a fur covered, tightly dressed blonde, with a celebrity-type appeal. The elderly woman pulled out a Red Bull and drinks it, giving her wings to fly and grab the will, and leave the scene. Dr.Pepper chose to advertise their new Diet Cherry Chocolate Dr.Pepper by the can only, as it was digitally remastered to split and dissect into parts (with a chocolate fountain and cherry candies appearing inside) as the new flavored ingredients were announced.

In any case, whether in commercials or print advertisements, stereotypes are a familiar feature. Personally, I have seen this happen in real life, as I've been apart of a commercial and done a small amount of extra work for television. It's ashame that not everyone is portrayed how they wish, as well as equality given regarding what type of person is shown in the final cut. As the Entertainment Industry in general is extremely body conscience, doing projects like this, where we get to actually see the misuse of stereotypes and portrayal of "perfection", is really helpful when trying to keep a grounded view of society as a whole.