Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)

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An Analysis of Stereotypes in Television Advertising——Take “Household Appliances” and “Women” as Examples

Authors
Jie Gu1, *
1School of Arts, Tianjin University of Technology and Education, Tianjin, China
*Corresponding author. Email: 157308103@qq.com
Corresponding Author
Jie Gu
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-89-3_309How to use a DOI?
Keywords
Advertising; Stereotypes; Gender Equality; Household Appliances
Abstract

Stereotypes refer to fixed impressions of a certain type of person, which associate with characteristics and behaviors, while gender stereotypes indicate social qualities that people have different expectations for males and females, including how they deal with matters, their personality characteristics, behavior patterns and psychological acceptance. From the West in the last century to the present, stereotypes and even sexism have continued to emerge in the advertisements of household appliances, and the views on household appliances conveyed in the advertisements remain to be considered. Although the issue is responded to by elements of society, its negative impacts cannot be underestimated. Starting from stereotypes, this article aims to analyze social stereotypes between women and household appliances based on some advertising cases, discussing relevant restrictive policies that have been introduced to mitigate the negative effects of stereotypes.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-89-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-89-3_309How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jie Gu
PY  - 2022
DA  - 2022/12/30
TI  - An Analysis of Stereotypes in Television Advertising——Take “Household Appliances” and “Women” as Examples
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 2709
EP  - 2718
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_309
DO  - 10.2991/978-2-494069-89-3_309
ID  - Gu2022
ER  -