Sociology 2172A/B Lecture Notes - Lecture 9: George Gerbner, Cultivation Theory, Expectancy Theory
13 Aug 2016
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Document Summary
Stereotypes are pervasive throughout advertising have become to be expected. Will continue to be controversial for a number of reasons. Our society is becoming more segmented, making it harder to create a meaningful stereotype that the audience can resonate with. It has become increasingly difficult to get a viewer"s attention has caused advertisers to use more daring and risky strategies. Consumers have become more aware of the messages put forth in advertising. Construct the way we see the world around us before we have a chance to look for ourselves. Stereotyping often occurs where one group is more powerful than another. Difference is emphasized as the less powerful group becomes the other. Stereotypes are often justified as the fastest way to communicate in the blink of time that an advertiser has to capture audience attention. The way men see women determines their value, so women evaluate themselves according to how they think men will evaluate them.
