Tolerance in the Multicultural Life of 21st Century Europe Comenius International Meeting Sibiu - Romania LiceulTeoretic “OnisiforGhibu” Sibiu
Stereotypes and false images in advertising • A project made by: • Popoviciu Andrei, Sibiu, Romania • Voican Andrei, Sibiu, Romania
1. What is a stereotype ? • widely held but fixed and simplified idea of a particular type of person, thing or group.
Cases of stereotypes in advertisements • McDonald's Germany introduces the “Italian Burger!” • Stereotype: • Italian families can always be calm down with a good meal.
Eristoff Vodka makes use of “ Vodka, • just for Russians!” • Stereotype: • Only Russians drink vodka.
2. What is a false image? • a false/changed reproduction or representation of a person or object • caused by the subjective demands of our world
False images in advertisements • Dove can make your skin become “visibly more beautiful in just one week” (meaning, of course, whiter). False image: Girls of different race are used to show the differences between “before” and “after” – even races can change using “Dove”?!
Sony Vaio Company advertises their laptops using the image of a perfectly-looking couple, able to sustain a laptop on the top of her heel. False image: A Sony laptop comes with a perfect body, high heels and a perfect partner.
The Mc Donald’s company used a famous entity, for getting people’s attention. • because if Kobe Bryant likes the new hamburger ‘’everybody will like it’’ False image: Basketball players eat fast-food before matches.
After clarifying the concepts of stereotypes and false images in advertisements, I think we should become more educated consumers!
Thank you for your attention ! Questions?