4. Stereotypes
• Where do we learn gender roles?
• What people teach us stereotypes? Entertainment? Sports?
Media?
• What other people influence our learning on gender roles?
5. • Real people can experience the full range of emotions,
including happiness and sadness, love and anger.
6. • Stereotypes are destructive because they limit our potential.
• Boys are not born to be violent, or have unhealthy attitudes
towards girls.
• Girls don’t have to be submissive.
• We can free ourselves from these restrictions being aware of
how we learn them.
7. Male archetypes in advertising
• ATTITUDE IS EVERYTHING:
• Basic instincts: sex, fear,
agressiveness refer to
masculinity
8. Male archetypes in ads
• THE NEW WARRIORS:
• Strength, power, adventure. Consumers associate danger,
violence and excitement.
9. Male archetypes in ads
• THE CAVE MAN MENTALITY
• Use of violent male icons or heroes from popular history to
demonstrate masculinity: soldiers, pirates, even cowboys.