Sociology 2172A/B Study Guide - Final Guide: Exemplum, Ingroups And Outgroups, Expectancy Theory
8 Feb 2018
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Advertising choices influence of stereotypes and taste. Today, (cid:449)e defi(cid:374)e stereotypes as o(cid:374)e group"s ge(cid:374)eralized a(cid:374)d (cid:449)idely a(cid:272)(cid:272)epted (cid:271)eliefs a(cid:271)out the perso(cid:374)al attri(cid:271)utes of members of another group. The perception that every person who belongs to the group is a generic exemplum of a type rather than a unique individual. This may either have positive or negative connotations. These connotations derive from the qualitative and qualitative components of each specific stereotype. The quantitative aspect comes into play when we consider that most stereotypes originate because some proportion of a specific population is reflected in the stereotype. The qualitative aspect involves the context under which the statement is made: when a characterization is used in a positive context, we may not always see it as a stereotype. Since stereotypes are considered the coin od the realm of the dramatic arts, using stereotypes in advertising messages quickly sets the stage for the message stereotypes convey characters and images quickly and clearly.
