How Do Advertisements Promote Negative Stereotypes

1. Disney’s Dream Big, Princess advertising campaign positively contributes to our society. This campaign shows several girls of different races and ages doing different activities such as rock climbing, running, swimming, dancing, and reading. Next to every girls’ clip, there is a clip of a princess doing something similar. On the background, the song Be a Champion is playing. The advertisements always finish with the phrase: “For every girl that dreams big, there is a princess to show her that it is possible.” This advertising campaign inspires girls to dream big and encourages them to make their dreams come true. It also strives for a healthier way of living by encouraging girls to do things: play sports, study, read, or dance. Dream Big, Princess erodes negative stereotypes about girls. Princesses are often portrayed as superficial individuals who wait for their prince charming. As a
Audi’s Drive Progress commercial negatively contributes to our society. In contrast to the advertising campaign above that erodes negative stereotypes about girls, this advertisement promotes negative stereotypes. The commercial shows a girl competing in a cart race. While her dad is watching her, he is asking himself a controversial question “What do I tell my daughter?” The entire commercial consist of negative perceptions of women. For example, the father mentions “Do I tell her that despite her education, drive, skills, intelligence, she will be automatically valued as less than every man she meets.” This advertisement belittles women in every way possible. In contrast to Disney’s commercial, this commercial didn’t encourage me to dream or work hard. As a result of the father’s words, I was unmotivated to work hard for my dreams because the commercial acknowledges that girls will never achieve their goals. As a college student, every day I study hard and work hard, yet, this advertisement un-motivates me and makes a negative impact in my studies and therefore my