Name: Kan Sook San

ID Number: 0319326

Course Code: Social Psychology

( PSY30203 )

Title: Individual Journal 02

This is not an advertisement. I want to show the image and size of this camera that will be mention in the journal.

The Mechanism of Stereotypes

From the advertisement that I have chosen, one of the social psychology concepts

"stereotypes" can be found in the advertisement obviously. The advertisement is owned by a

famous camera brand called "Olympus". There is a female figure at the center of the

advertisement holding an interchangeable lens camera and a Smartphone. The camera is palm

size big and the screen of the camera is able to be flipped. The screen of the camera is

showing a "selfie" of the female figure. From the description at the bottom left of the

advertisement, I want to highlight this description "Touch Selfie/ Built-in Wi-Fi for Easy

Image Sharing and Smartphone Remote Control". "Selfie" is a photograph that one has taken

of oneself. Therefore, in my opinion, this camera is designed for the people who like to

"selfie" as the description that I have highlighted is the main selling point of the camera.

There are gender stereotypes in the advertisement. Most of the people think that female likes

to "selfie" compare to the male. In addition, they also think that female prefers to carry a

small and convenient size camera. I also find that other camera advertisements shows gender

stereotypes. For example, male figure usually appears in the digital single-lens reflex camera

(DSLR) advertisement. A DSLR camera is a big, heavy and black in colour. ( For your

information, the photo of DSLR will be shown at the behind of the advertisement. ) This is

because male usually gives the impression of being a professional. Actually, nowadays

almost everyone including the male knows how to "selfie" and most of them like to "selfie".

Other than that, not only male knows how to use DSLR camera, there are many female are

using DSLR camera to capture pictures. Even though the DSLR camera is quite heavy and

inconvenient, many females prefer to carry it to capture a high quality photos. I am a female

and I like to use DSLR camera to capture pictures too.