Teenagers a report on gender stereotypes). It

Teenagers are exposed to advertising in a wide variety of
forms and through a broad range of media. It has been estimated that they
represent £25 billion in puschasing power in the US alone according to Time
magazine and in addition will often carry brand loyalty into young adulthood so
offer opportuinities for on going sales. Not only that but they are also early
adopters and this can be seen particualrly in terms of technology. the fact
that their preferences have yet to be ffully formed means that they are ripe
for advertising and the shaping of their future choices and values. This means
that advertising companies are increasingly trying to reach young people
through a range of social media platforms such as Instagram, Snapchat and
Facebook.

According to the data organisation, Omnicore,  there are 180 million Snapchat users every
day and this number is incrreasing daily. In addition a study carried out by
the University of Chicago in 2017 found that 75% of 13-17 year olds use Snapchat.
Therefore it is safe to conclude that teeangers are exposed to a range of
values and images that shape their values and beliefs and that these can be
both postive and negative. This is particularly relevant for teenagers as young
people appear to be more likely to internalise the messages they see (ASA – a
report on gender stereotypes). It has also been suggested that young people
lack the knowledge and experience to understand and to criticaly evaluate the
methods and approaches that the advertisers employ such as stereotypes (Journal
of Mass Communication).

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

For the pusposes of this study advertising is definned as a
means of communication with the users of a product or service. Advertisements
are messages paid for by those who send them and are intended to inform or
influence people who recieve them, as defined by the Advertising Association of
the UK.

Naturally if the basic role of advertising is to influence
people then advertisers are likely to employ methods that favoaurably associate
their products or services with people that are seen as desirable or popular or
fit with the notion of what is ‘ideal’. 
Advertising companies attempt to send out an image and promote the idea
that by using a product or service you will become like the beautiful woman in
the advert for example. This is a basic aim of advertisers in the hope of
creating more sales. They hope that their image and their message will, through
repetition, become imprinted in people’s minds, so that people will be
compelled to buy a certain product through of process of subconscious
recognition and association.

Advertisers can explicity set out to achieve this by the
skilful use stereotypes

Stereotypes are defined as social classification of
particular groups and people as often highly simplified and generalised signs,
which implicitly or explicitly represent a set of values, judgements and
assumptions concerning their behaviour, characteristics or history. Stereotypes
however, not only identify general categories of people, it also signifies national
populations, classes, genders, occupation in a deviant groups. It also seems
that we commonly have stereotypical ideas about people on basis of their
language accents.

IStereotypes do not exist of themselves, they are
constructed socially and transmitted by various forms of medium.

What process does stereotype involve? Hall (1997:268) writes
that “stereotypes get hold of the few simple, vivid, memorable, easily
grasped and widely recognized characteristic about a person, reduce everything
about that person to those traits, exaggerate and simplify them, and fix them
without change or development to eternity.

That is not to say that the use and effect of stereotypes is
always negative or innacurate but rather that there is a risk that the exposure
of young minds to negative or innacurate stereotypes can have a negative
effect. The issue is considered serious enough to lead the Advertising
Standards Authority to ban gender stereotypes in advertising in the UK. The new
rules brought the U.K. into line with other countries – including Norway,
Spain, Finland, Ireland, Germany, India, Italy, South Africa, Canada and France
– where gender stereotyping in ads is already actively discouraged. The ASA
looked at 28 countries and found that 24 of them restrict gender stereotypes in
advertising.