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Males as Stupid
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 <Background:
In recent years men are found to be objectified in advertising. Tough
the numbers of such ads are still lower than those representing females,
we should all be concerned about the use of advertising to objectify
persons of any background. One current example of the trend to target
males in ads is found in the trope of stupidity. The examples below
illustrate how males, as well as females, are portrayed as less than
intelligent in advertising. The
Ads:
There are only a few ads featured, and, unfortunately, this
collection will likely grow. Like similar exhibits related to women, the
ads here reflect certain poses, expressions or cultural scenarios that
associate men with stupidity. We should be just as critical of these
negative portrayals of men as we are of ads that target women. Discussion Questions:
(1) How do the negative portrayals of men in advertising differ from the
portrayals of women? Are there any similarities in how these ads are
constructed? (2) Why do you believe that men are now being targeted by
advertisers than they were in the past? (3) Why are negative images of men
just as problematic as the negative representations of women in
advertising? >
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<presented by Scott A.
Lukas, Ph.D.>
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