Stereotypical portrayal in advertisement
Added on 2023-01-05
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Running head: Stereotypical portrayal in advertisement
Stereotypical portrayal in advertisement
Name of the student
Name of the university
Authors note
Stereotypical portrayal in advertisement
Name of the student
Name of the university
Authors note
Running head: Stereotypical portrayal in advertisement
With the increase of urbanization and development of technology, social media has
risen to an unparalleled level. Technology used in media communication has been able to
create hyper realities, thus media has got a huge potential that can influence the behaviours of
the people (Crotty, 2001). Interestingly this kind of media portrayal reflects the cultural
pattern of the society. Australian cultural dynamics reflects the conventional pattern in which
they hold the stereotypical notion of cultural attributes. The purpose of this essay is to
describe the extent of the stereotypical notion of cultural experience in the advertisement
world.The advertisement named Australian Day Lamb Ad 2019, published on Jan 21,
2019recently sparked controversy because of this stereotypical display in the mass media.
(This is the thesis statement)
Background
This particular advertisement aimed to promote the lamb meat but it sparked
controversy because it conveyed a wrong message and the audience interpreted it for
something else. The humorous aspect of the advertisement is miscommunicated, and it
invoked the feeling, that made New Zealand look a better place than Australia. The
controversy enraged the commons more because of the date it was realised. Adding the
controversy, it was realised on the date of Australian Day.
Argument one
This particular advertisement shows a period travel from the medieval time to the
contemporary times.In the mediaevalperiod, they seem to be discussing on how once
Australia was one of the greatest power but now it has lost the glory. As the officials remarks
about what is going wrong with the nation. On the background, the portrait of Malcolm
Turnbull gets replaced with Scott for a seconds. They harbour on the same stereotypical
notion based on the how the individuals seek to emulate a sense of commonality. In addition,
it also explores on the same notion of seeking the supreme power in the world race. The
With the increase of urbanization and development of technology, social media has
risen to an unparalleled level. Technology used in media communication has been able to
create hyper realities, thus media has got a huge potential that can influence the behaviours of
the people (Crotty, 2001). Interestingly this kind of media portrayal reflects the cultural
pattern of the society. Australian cultural dynamics reflects the conventional pattern in which
they hold the stereotypical notion of cultural attributes. The purpose of this essay is to
describe the extent of the stereotypical notion of cultural experience in the advertisement
world.The advertisement named Australian Day Lamb Ad 2019, published on Jan 21,
2019recently sparked controversy because of this stereotypical display in the mass media.
(This is the thesis statement)
Background
This particular advertisement aimed to promote the lamb meat but it sparked
controversy because it conveyed a wrong message and the audience interpreted it for
something else. The humorous aspect of the advertisement is miscommunicated, and it
invoked the feeling, that made New Zealand look a better place than Australia. The
controversy enraged the commons more because of the date it was realised. Adding the
controversy, it was realised on the date of Australian Day.
Argument one
This particular advertisement shows a period travel from the medieval time to the
contemporary times.In the mediaevalperiod, they seem to be discussing on how once
Australia was one of the greatest power but now it has lost the glory. As the officials remarks
about what is going wrong with the nation. On the background, the portrait of Malcolm
Turnbull gets replaced with Scott for a seconds. They harbour on the same stereotypical
notion based on the how the individuals seek to emulate a sense of commonality. In addition,
it also explores on the same notion of seeking the supreme power in the world race. The
Running head: Stereotypical portrayal in advertisement
Australian history got stereotyped and thus became a self-fulfilling prophecy. Keeping the
same vibes the advertisement welcome the modern times, where they are willing to unite with
New Zealand based on trade of Lamb meat. They agree to the proposal on uniting two
countries over a Lamb meal. Again the use of Lamb, because studies show that Australians
consume the more sheep meat than any other country. Towards the end, the stereotypical
advertisement shows the barbecue in the ocean, where the Australians were dressed in a
better manner than the people were of New Zealanders. Moreover, the Kiwi accent of the
new Zealanders were exaggerated in order to show their indigenous nature. Garry one of the
officials in the advertisement mentions, “As we all know Australia is the greatest country on
Earthright now New Zealand is doing Australia better Australia”, he suggests the
amalgamation to be named as “New Australialand or New Australia”. Therefore there is
repition of the historical supremacy of the Australia, where old Lamb and the beach,
exaggerated kiwi accent are portrayed. These elements shown in the particular advertisemnets
are stereotyped and hence raged controversy in the mass media.
Argument two
In the commercial the Australia are dressed in formal clothes signifying that they are
more civilized than the one with whom they are going crack the deal. The New Zealanders
are portrayed with exaggerated kiwi accents to convey their stereotyped notion of
barbarianism. Thus, it reflect the Australians sense of pride in their culture and their mind-set
towards binary comprehension of cultural patterns. The stereotypical comparison of both
these country also emanates from the historical commonalities, like both of their urban
societies where created by the British. Twenty percent of both the countries are migrants and
thirdly they are in proximately position and are located in the same part of the world.
However,with the change of time, advertisement agencies must focus on the target audience
Australian history got stereotyped and thus became a self-fulfilling prophecy. Keeping the
same vibes the advertisement welcome the modern times, where they are willing to unite with
New Zealand based on trade of Lamb meat. They agree to the proposal on uniting two
countries over a Lamb meal. Again the use of Lamb, because studies show that Australians
consume the more sheep meat than any other country. Towards the end, the stereotypical
advertisement shows the barbecue in the ocean, where the Australians were dressed in a
better manner than the people were of New Zealanders. Moreover, the Kiwi accent of the
new Zealanders were exaggerated in order to show their indigenous nature. Garry one of the
officials in the advertisement mentions, “As we all know Australia is the greatest country on
Earthright now New Zealand is doing Australia better Australia”, he suggests the
amalgamation to be named as “New Australialand or New Australia”. Therefore there is
repition of the historical supremacy of the Australia, where old Lamb and the beach,
exaggerated kiwi accent are portrayed. These elements shown in the particular advertisemnets
are stereotyped and hence raged controversy in the mass media.
Argument two
In the commercial the Australia are dressed in formal clothes signifying that they are
more civilized than the one with whom they are going crack the deal. The New Zealanders
are portrayed with exaggerated kiwi accents to convey their stereotyped notion of
barbarianism. Thus, it reflect the Australians sense of pride in their culture and their mind-set
towards binary comprehension of cultural patterns. The stereotypical comparison of both
these country also emanates from the historical commonalities, like both of their urban
societies where created by the British. Twenty percent of both the countries are migrants and
thirdly they are in proximately position and are located in the same part of the world.
However,with the change of time, advertisement agencies must focus on the target audience
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