As I often do while snacking from a container, I absentmindedly contemplated the back of this Cheez-It box until I realized exactly what I was reading. The top of the box sports lettering saying “Introducing Cheese High’s Graduating Class.” Beneath this, there are nine alternative Cheez-It flavors, each represented by a round of cheese with a personified characteristic. Although clearly the advertising for different flavors is attempting to garner audience amusement, many of the characteristics of “students” are offensively stereotyped. This is interesting because the advertising plays right into our innate agreement with these societal stereotypes. The Cheez-It company is not making any absurd or offensive statements by representing the low-fat cheddar variety by a chunk of cheese sporting a sweatband and saying “Does this make my cheese look big?”; however, while trying to be funny and sell other products, the advertising of this common snack reveals the societal stereotypes that we often take for granted.
This seemingly innocent poster displayed in a dorm at Oxy is full of cliches and stereotypes that subtly demand college ladies to self-police themselves, judge their female peers, and succumb to the culture industry. Three Disney princesses pose in the center, dressed in more revealing, suggestive costumes than their usual attire. The surrounding notes give little tips to college women, such as dating, hygiene, nutrition, and partying advice. However, although this poster was meant to be cute and informative, it gives off a sexist undercurrent with little jabs at female stereotypes and judgements.
Theory of Structuration