A Stereotypical Media

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is M/C Phillips, Page 2 truly tailored to the middle class and so is its advertising. In the midst of clutter, from articles of political power, to the rise of the doughnut culture, sits an ad of poise and content. Posted by the Target Corporation, a store tailored to the middle class, the ad displays, a very young, beautiful woman covered shoulders to toe in ivy, holding a rayon handbag. She is poised, illustrious and elegant, a mirror image of a statue. The backdrop of the image is calm, organized and serene. The ad reads “ivy plant $6.99, rayon crochet bag $14.99”(Newsweek 7). However, the ad’s imagery at first glance does not fully portray the stereotypes within it. The appearances of stereotypes in this serene ad are hard to find, but are found deep in the text of the image. The apparent purpose of the ad is to sell items such as a handbag, and ivy plants. However, the apparent does not relay the reality. The use of a woman’s stereotypical sexuality covers up the real with ...

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the stuff of ordinary experience, they add vast amounts of material we never see”(Sontag 196). The material in this case, is the application of the fantasy image. From birth, we are confronted with the stereotype of the fantasy woman, relayed to us by fairy tales and myths. Fairy tails and myths that convey the common illusion that all women must be beautiful, and graceful, re-confirming the fantasy stereotype. The ad in question has also re-confirmed this childhood belief. Covering the young, beautiful woman almost completely in ivy brings her to the fantasy level. This image is almost comical in a sense, but is an erratic M/C Phillips, Page 4 stereotype. The image portrays her as ...

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