Sociology 2172A/B Lecture Notes - Lecture 8: Gift Registry, The Body Shop, Wheelie
8 Apr 2016
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Invisible knapsack dominant group in society that has significant privilege (can do anything they want to without thinking about it = white, heterosexual, male, age 25-45) Others minority groups, older adults, people with disabilities, gays/lesbians, overweight people) Most people in advertising agency are part of invisible knapsack and don"t usually see/think about the others. Advertisers: don"t want to disturb values/norms, don"t want to offend majority, reinforce stereotypes, deny role of consumer. Isolation of these factors helps appeal to certain groups. Aunt jemima ad: dressed like typical mammy/servant, old southern hospitality, paper doll, dressed in tattered clothing but could make more civilized through box of cereal, black civil rights protest racist imagery of black models in ads (stereotypes) Life cereal what"s normal = regular, white. Us army ad to get people to enlist was copied by vogue cover photo (claimed to be coincidental) Diesel ad women in animal like poses, how to control wild animals .
