stereotype
A stereotype is a type of propaganda that gives a biased belief about a general group based on insufficient or irrelevant information. The objective of the poster was to try and sell by emphasising the easy-open-cap. This characteristic of the ketchup bottle was then magnified by the stereotype. This picture displays the stereotype; women are weak. This advertisement was produced in the 60’s, a time when women were considered to be the weaker gender, even more than they are today. Therefore, the poster was intending to sell to all audiences. By saying “You mean a woman (with woman emphasised) can open it” its implying that even the weak gender can use the ketchup easily. To sum up, this ketchup advertisement uses the stereotype that women are weak, to convince readers that their product is easy to use.
Citation: You Mean a Women Can Open It? Digital image. Zion Blog. N.p., n.d. Web. 20 Feb. 2014.
<http://blogs.yis.ac.jp/15kawasakiz/2013/09/11/advertisement-you-mean-a-woman-can-open-it/>.
Citation: You Mean a Women Can Open It? Digital image. Zion Blog. N.p., n.d. Web. 20 Feb. 2014.
<http://blogs.yis.ac.jp/15kawasakiz/2013/09/11/advertisement-you-mean-a-woman-can-open-it/>.