Stereotyping in Movies/TV

One of my favorite shows out this year is Happy Endings.  Sadly though this show does have a lot of stereotyping going on.  Down to the its root, I think that is why this show is so popular.  Happy Endings is about a group of very diverse friends but each fit a certain mold that society has.  For example, the girl with the blonde hair fills that "dumb blonde" character who doesn't get jokes fast and comes up with dumb ideas.  The other blonde girl is clean cut and has traits of OCD.  Max's character is a gay guy that has the over the top personality that society tends to tie with all gay people.  The rest of the characters all have the same type of storyline.  It's clear each character brings a different part of society to the show.  I personally really like the show, and not just because it is hilarious but because I like that each area is repersented.  However, each area is obviously over exaggerated, I mean we all know not every blonde is dumb but society likes to know the inside joke even when they know it's not necessarily real.  Bottom line is for many this show can be seen as very stereotypical and misunderstood but the way that all of the characters connect and show genuineness toward the subject is refreshing.  What crosses the line and is offensive is in the hands of the individual. 

Stereotypes Types & Race: Whats Crossing the Line?

Stereotypes are found everywhere in today's society.  It's almost like a unspoken language that is used but not accepted.  Well, at least frowned upon even though it is used commonly in advertising.  It's hard to say what crosses the line when using common stereotypes or race to sell a product.  However, I think people gravitate to it because they themselves find it true and relate to it.  We all can't deny that there is some truth to certain stereotypes.  If there wasn't, then obviously society wouldn't find a reason to keep capitalizing on it.  In my opinion, I think using stereotypes in advertising is okay to some extent, as long as it isn't used to single out on group or shed negative light on the subject in question.  For example, if a Japanese food company is trying to sell their products it most likely does not make sense to put a American in their ad, so it's only natural to put their target audience in the ad right?  The ad has to make sense but also has to have some respect for the culture in question.

Above is an ad for french fries. I find this ad an acceptable display of stereotype use.  In this stereotype it seems that  the fries are like granny's cooking but with out the cheek pinch. It makes the assumption that grandmas cook well, and for many this may be the case.  It's a innocent ad that I think everyone can relate to in one way or another, but notice it does not draw a negative light on a specific race or a touchy subject.

Now this ad is where it crosses the line.  The stereotype presented here is obvious.  The use of an African American woman to promote fried chicken is ridiculous. We all know the stereotype but it is not okay capitalize on a specific race with a negative connotation.  It is a negative stereotype that is disrespectful to that culture.  This is the type of advertising that does not need to be produced.  It is clear that racism in advertising is not a thing of the past because in reality it is used commonly like above.  Advertisers have a responsibility to have ethical morals.  We our teaching our children to accept these misconceptions, which is why we still have racism today.  If this is the best idea that advertisers can come up with to market their product by using racism and stereotypes, then obviously we are lacking true creative talent.

Semiotics and Visual Understanding

Honestly, until a couple of days ago I had no idea what semiotic meant.  Turns out it's the study of signs and symbols and their use or interpretation.  What really spoke to me about Monday's lecture was when we were shown an ad with hands holding vegetables.  It didn't really hit me until that ad that everything has a meaning.  And when I say everything I mean everything...right down to the dirt on someones finger nails.  See in that ad the dirt made it seem like the person holding the veggies had just picked them. Below are more examples of Semiotics

Print Ad:

Above is a picture for Axe body spray but notice this picture has nothing to do with body spray.  The signifier is just two people at the gas station but it is signified by the two obviously being attracted to each other.  They tell you this by having them both facing each other and seemingly forgetting what they are doing.  This also appeals to the younger crowd because they are dressed nice and seem like the life of the party.  Once you see the little can of body spray in the corner you realize they must like each other because they smell good.  It's almost like Axe is creating a fantasy and it draws you in making you want that to, so you go out and but the product.  Even the gas station is important because it's relatable and everyone could see themselves in this situation.

Tv Ad:

Now this ad above uses a lot of semiotics, such as the symbolism of the mouse trap.  When we see the mouse trap we know that the mouse is going to die because of life experiences, it's relatable.  The Denotation is the mouse, trap, cheese, house , and the connotation might be that mice are bad. This also might remind us of the cartoon Tom and Jerry because the the mouse outsmarts Tom.  It's simply the unexpected about this commercial that draws us in.  We also might assume the cheese is worth the risk to the mouse which sends a message that the cheese is good.  More importantly it reminds us to keep fighting while making the seemingly impossible, possible.

Outdoors Ad:

This ad uses lots of visual to draw the audience in.  Because it is a billboard not to many people expect to see 3D effects.  The denotation would be a man eating pizza but the connotation is that it is good because the cheese is stretched out and gooey and it looks like the guy is stealing it from a the ad next to him because it is so good.  The bright orange color makes it pop and reminds you of cheese while the caption reads "hand tossed" to make it seem fresh.  All together the image makes your mouth water just looking at it thanks to semiotics.

Branding and Creating a Lifestyle

Imagine when you get to buy something from your favorite brand.  That moment of satisfaction when you are walking away with a bag in your hands, proudly showing off the logo on the bag as you walk by.  It is in that moment that the brand is proved successful in my opinion.  Not just because they sold you a $60 pair of jeans but because they sold you a lifestyle.  It adds to your social status, improves your confidence, connects you to your peers, and makes you a reoccurring customer.  All of this is the product of great branding.  The best example of great branding is Apple computers.  Below is an HP computer which looks okay and does everything an Apple computer can do.  It even might be cheaper.

 Now here is an Apple computer below which looks thinner and sleeker with the entire body a shiny silver.  It's very "simple" looking which consumers in this generation like.  See consumers are willing to pay more money for an apple computer because of the lifestyle it sells.  

When you see an apple you think expensive, classy, and possibly higher status in a social setting.  I know this first hand because I have everything Apple.  I think what got me was the lifestyle more than the computer itself.  It just made me so much more satisfied and even made me feel connected to other people that owned one.  And thats what branding can do for a company.  Not to mention the consumer is giving the brand their loyalty which is essential for having a long and successful business.  The powers of branding...crazy right?