What is a stereotype?

What is a stereotype?


 Stereotype:
'A commonly held belief about a certain group of people'

 Richard Dyer - the role of stereotypes

  • An ordering of process
  • A short cut (for the producer)
  • A reference point (for the audiences)
  • An expression of dominant societal values. 

Textual analysis:

 Camera work: framing, shot types, angle, position, movement

 Editing: pace, type of edits, continuity/montage, structure/narrative

 Sound: music/dialogue/voiceover

 Mise-en-scene: colour, lighting, location

 Anchor spreadable butter - 

 What groups of people are represented in this advert?

there were many stereotypes around groups of the elderly and the typical groups of the elderly and the young 'grand children'.  The elderly women is also given a Caribbean accent which is used to create humour and make it rememberable for the audience. 

 What assumptions are made about these groups of people?

There are many stereotypes around these group of people which are conveyed through this advert. For example: the 'teenager' is wearing a hoodie which could be seen stereotypical. The Jamaican elderly women is 

 What ideologies are encoded in to this advert?
National lottery advert - 

What groups of people are represented in this advert?

 Diverse group of women and girls who are all different ages. From young girls to middle aged women. However, they were mostly white and overweight. This is empowering but also a limiting advert.

What assumptions are made about these groups of people?

Because there was a large group of overweight middle aged women doing exercise and 'loosing weight' but because there were many shots of their physical appearance and body. It caused the advert to become a little conflicted since due to some stereotypical views that women do not exercise, it creates the idea that women are only empowered to loose weight through exercise rather than doing sport/exercise for the sake of it. 

Pot Noodle - You can make it 

What groups of people are represented in this advert?

At the very beginning of the advert there are many ideas conveyed that this young boy is set out to become a strong boxer until you find out at the end that he was wanting to become a 'ring boy'. This goes against the stereotypical roles of gender. E.g the slender, fit 'ring girl' rather than a very feminine boy as the 'ringboy'.

What assumptions are made about these groups of people?

There are assumptions that can be made that the main characters family are from a lower class community which are in council property (stereotypical role of a 'chav'). They are proud when huddled around the tv, eating pot noodles. 










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