Gender Stereotypes in Taiwanese TV Commercials

Week 6: 10/19-10/22
What are the effects of Stereotyping? P.73

Who¡¦s Hu? P 75

Has Male Bashing Gone Too Far? By Jake Brennan

http://www.askmen.com/fashion/austin_100/106_fashion_style.html

List of commercials that contain stereotype messages

British Ads http://www.uktvadverts.com/Media/

British telecoms [you need to scroll the page down] Granny

Hamlet Cigars: Bald man

The Lynx Effect: A man's idea of the ideal woman?

Peugot 206: Sculptor http://www.visit4info.com/details.cfm?adid=5221

 

Students' Analysis

"Take the ads of ¡§BULLWILD¡¨ (ÆZ¤û, one kind of energy drink) for an example, they used to show the audience a fat woman oppressing her skinny husband. It looks like that this series of early ads tried to emphasize women¡¦s rights, but actually its purpose was to urge men to strengthen themselves by drinking ¡§BULLWILD¡¨ so that they could meet the social expectation on them. " Class B, Group3

 

Product concept
White & Shine focuses on the super clean affectivity.

Lyrics
Housework is easy for you (daughters-in-law).
Do not worry about dirty clothes.
Washing clothes is like playing a game.
The cleaner the clothes are, the happier you will be. Class B, Group4

 

Students¡¦ presentation.

Task:

Choose a print or TV commercial that shows gender stereotyping.

What is/are the underlying message/s behind the ad?

Discuss what is being sold or promoted in the ad?

Do you think the message of the ad, using stereotype views, is effective? Why or why not?

Marks are based on the following criteria:

  • Organization
  • Content
  • Delivery
  • Material
Class A

 

Group 2: Kirin Beer

Pepsi Group

 

 

 
Class B

Group 1: Cars

Group 2: Cards

Group 3: Bullwild

Group 4: Laundry Detergents

 
"Advertising tends to conform to customers¡¦ sets of values in order to establish a common ground for communication and persuasion, thus fostering the impression of cultural habits." (Athena, Class A)
 

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Created by Ayeh, 1-18-2005