Stereotypes in Alcohol Advertising to Teenagers

Stereotypes in Alcohol Advertising to Teenagers 1. Gender Messages in Alcohol Advertising Stereotypes refer to standardize and simplified conception of groups, based on some prior assumptions. For example, a girl might not choose to be an engineer as most of the people have set their minds that the profession is always a guy. This is what we call stereotyping. But, who says a girl cannot be an engineer? According to the Media/Impact: An Introduction to Mass Media, Ninth Edition by Biagi(2009/2010), journalists often use shorthand labels to characterize ethnic and other groups. The image of woman portrayed by the media has been the subject of significant contemporary studies by many media researchers. Observers of the stereotyping of women point to past and current media portrayals showing very few women in professional roles or as strong, major characters. The implication in Modleski’s research is that women who read romance novels will believe they should act like the women in the novels they read. A stereotype that has existed since 1740 still shows up in today’s media. (P 286) According to the “Gender Messages in Alcohol Advertisement, 2009”, there are males and woman stereotypes in alcohol advertisement. Male stereotypes can be divided into several categories in alcohol advertisement.The Joker is a very popular character with boys, perhaps because laughter is part of their own "mask of masculinity." A potentially negative consequence of this stereotype is the assumption that boys and men should not be serious or emotional. However, researchers have also argued that humorous roles can be used to expand definitions of masculinity. The Jock is always willing to "compromise his own long-term health; he must fight other men when necessary; he must avoid being soft; and he must be aggressive." By demonstrating his power and strength, the jock wins the approval of other men and the adoration of women. The Strong Silent Type

References: 1. Biagi. 2009/2010. Media/Impact: An Introduction to Mass Media. 9th ed. Boston, USA: Wadsworth Cengage Learning. 2. Dominick. 2009.The Dynamics of Mass Communication :Media in the Digital Age. 10th ed. New York, USA: McGraw-Hill. 3. Media Awareness Network. 2009. Media Stereotyping – Introduction. Retrieved July 16, 2010, from 4 5. Free Dictionary by Farlex.2003.Teenagers.Retrieved December 1, 2009 from http://www.thefreedictionary.com/teenager 6 8. Bandura, A. (1977) Social Learning Theory. Englewood Cliffs, N.J.: Prentice-Hall. 9. Center for Science in the Public Interest (1996) Adolescent Responses to Televised Beer Advertisements: Children of Alcoholics and Others. CSPI; Washington, DC. 10. Riccio.(2002). How Alcohol Ads Target Teens in Alexander & Hanson(Eds), Taking Sides: Clashing Views in Mass Media and Society(91,92). US, America: McGraw-Hill Contemporary Learning Series. 13. Center for Science in the Public Interest (1996) Adolescent Responses to Televised Beer Advertisements: Children of Alcoholics and Others. CSPI; Washington, DC.