The Badge Archive

Stereotype Search

One of the 8 options for Step 1 of GSUSA Cadette MEdia Journey Set requirements.

Items needed

  • Pens or pencils
  • Paper (enough for at least one per scout)
  • Access to magazines, newspapers, or internet-connected devices for finding ads

Instructions

  1. Scouts find two ads for the same type of product (e.g., razors, shampoos, shoes, or medicines), one featuring a man and the other featuring a woman. Compare how the ads are different or similar in tone, visuals, and message.
  2. Scouts find two ads that show people from different social classes, such as professionals (e.g., doctors or scientists) and “blue-collar” workers (e.g., construction or maintenance workers). Compare how each group is portrayed in the ads.
  3. Scouts find two ads featuring people of different races or nationalities. For a similar product, compare how the ads represent the individuals and the messages they convey.
  4. Finally, scouts reflect and ask: Who isn’t being portrayed in ads? What types of people or groups are missing, and why might that be?

Ad Possibilities

Here are some suggestions for ads scouts might look at for each category:

Products

  • Razors: Compare a razor ad targeted at men (e.g., Gillette) with one targeted at women (e.g., Venus).
  • Shampoos: Look at a men’s shampoo ad (e.g., Head & Shoulders Men) vs. a women’s shampoo ad (e.g., Herbal Essences).
  • Shoes: Compare ads for athletic shoes, such as Nike’s “Just Do It” campaign for men vs. women.
  • Medicines: Look at ads for pain relief (e.g., Tylenol or Advil) targeted at different audiences.

Social Classes

  • Professionals: Ads featuring doctors promoting health products (e.g., toothpaste or vitamins) or scientists in tech ads.
  • Blue-Collar Workers: Ads showing construction workers or maintenance crews using tools, workwear, or energy drinks (e.g., Carhartt clothing or Red Bull).
  • Comparison: Look at how authority and reliability are portrayed differently between these two groups.

People

  • Races/Nationalities: Ads featuring a diverse cast, such as Nike or Coca-Cola campaigns, and compare representation.
  • Gender Roles: Look for how men and women are shown in similar ads, such as cleaning products, luxury cars, or fitness apparel.

Missing?

  • Reflect on who isn’t often portrayed, such as people with disabilities, LGBTQ+ individuals, or certain age groups.

References:

  • Russell, Wendy Thomas, and Sarah Goodman. MEdia. New York, NY, Girl Scouts of the USA, 2010.
Tia Kennard