Gender, Age, Class and Racial Stereotypes, and Power Relations in Television Ads: 2011-13 vs 2021-22
Abstract
This article demonstrates how faculty and DEI experts can use resources included in this paper to highlight how a range of stereotypes are created and reinforced in television ads, and it identifies several topics for future analysis. To understand how depictions of gender, class, age, and race intersect in 8 television ads featuring the relationship between the race of individuals depicted in romantic and platonic relationships this article examines 4 pairs of commercials from 2011-2013 and 2021-2022. Drawing on concepts of intercategorical complexity, it describes product, setting, characters and relationships to help gain a deeper understanding of how various stereotypes operate and intersect in specific ads over time. The findings indicate that while interracial relationships were portrayed positively over both time periods, which was not the case with same race ads. In addition, stereotypes of age, class, and gender were perpetuated in the some of the ads from both periods.
Recommended Citation
Clark, Thomas D. and Stewart, Julie
(2024)
"Gender, Age, Class and Racial Stereotypes, and Power Relations in Television Ads: 2011-13 vs 2021-22,"
Dialogue: The Interdisciplinary Journal of Popular Culture and Pedagogy: Vol. 11:
Iss.
1, Article 3.
Available at:
https://digitalcommons.unl.edu/dialogue/vol11/iss1/3
Included in
Advertising and Promotion Management Commons, American Popular Culture Commons, Community-Based Learning Commons, Critical and Cultural Studies Commons, Curriculum and Social Inquiry Commons, Educational Sociology Commons, Feminist, Gender, and Sexuality Studies Commons, Gender and Sexuality Commons, Inequality and Stratification Commons, Race, Ethnicity and Post-Colonial Studies Commons, Scholarship of Teaching and Learning Commons, Social Justice Commons, Television Commons