STEREOTYPE IMAGERY AND LANGUAGE IN CONTEMPORARY MEDIA
STEREOTYPE IMAGERY AND LANGUAGE IN CONTEMPORARY MEDIA

Summary/Abstract: This paper discusses the way media pictures reality by its most powerful tools: advertising and television. The rapid emergence of a consumers society and the keen competition between great broadcasting companies determined some changes in the very idea of the purpose and role of television, and mass media in general. Popular culture is present in a utopia created by stereotype imagery of desired consumer products, ideal human body or idealized reality. Holiday advertisements and household products advertisements are objects of case-studies and re-interpretation of overt and subliminal linguistic and visual messages. However different, certain images, strategies, symbols or stereotypes in adverts suggest the existence of a coherent universe articulated by advertising. Its purpose is that of persuading and, on a larger scale, that of conveying the impression that the desires and needs of audience can be entirely fulfilled. Its substance is provided by the consumers themselves, by their ever-growing utopias.

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