Commercial Stereotyping

The show that I watched for the analysis of commercials was American Horror story on FX. The commercials that were displayed during the breaks were of Liberty Mutual Insurance, Tylenol PM, and Sprint network. The identity groups that were represented were mostly working men and women who are doing jobs and are parents. Least represented identity group was of students or young children and the group that was not presented at all was the elderly people. Children and elderly people were not represented because of all the commercials, mentioned above, circles around those people that are young, active and have most important responsibilities to do. For example, Tylenol PM Commercials centered on those individuals that are office workers, both men, and women. Also, those women who are a homemaker and usually suffers headaches and is unable to sleep at night, this medicine is for them. Similar is the case with Liberty Mutual Car insurance company centered on working men and women. In the case of sprint network commercial, it is usually for those individuals that require best data coverage at cheap cost and they are mostly students and job doing people as they use cell phones more often. According to me, this is the main reason why children and elderly people were not represented in these commercials because there are not their target audiences.

The stereotypes that were depicted in the commercials were mostly women either as a homemaker or not good drivers. For example, in Tylenol Pm commercial it is shown that a woman who is a homemaker, taking care of the house and kids, at night usually suffers headaches, tiredness and could not get proper rest.  In liberty Mutual car insurance, working women are often seeing complaining about their car accident and how other insurance companies did not provide them with full coverage. This commercial is indirectly depicting women as careless or bad drivers and cause more accidents. In the case of Sprint network commercial both men, women, and students are represented as most users of the data coverage and their concern about having the right network. According to my observation, in most commercials, women are being represented either as a homemaker, worker or cell phone user.

New media and culture are interrelated and their relationship is very complex because both have some positive and negative influence on each other. New media has a strong influence in identity formation and on intercultural communication. It has also played a major role in changing traditional values and norm of a particular society. Through new social media, you can get a lot of information about different cultures, the way they operate a business and to interact as well. Media consciously or unconsciously play with our minds and make us think what they want us to think and is the main reason in developing stereotypes. For example, stereotyping women as a homemaker and bad drivers, this is not the true case and does not show the other side of the women. Due to which this stereotype is not only developed in the USA but also in other countries. New media has a strong influence on people’s mind, what they show or represent people tend to believe it. According to me the power the new media has can build a good or bad image of you within seconds.


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