D&AD - Stereotypes Concept

February 22, 2018

Concept: John Lewis killing stereotypes


When i thought if the idea about stereotypes, I thought it was very important in today's society and there is so many communication design ideas that i can play around with to attract the younger generation.


By John Lewis tackling the stereotype issue and trying to kill those stereotypes, they will be sharing what they believe in and communicating what is right and wrong, they will connect to the audience on a much deeper level and thus encourage them to get along and improve the in-store experience. The design solution will help John Lewis make sure they are creating interesting visuals to attract the people and engage with the issue/ campaign.


I did some research about stereotypes, which was just basic knowledge but I think it was useful to see everything as a big picture. 


What are Stereotypes:


A fixed, over generalized belief between the public about a particular group or class of people.”


Common Stereotypes:


1. Racial Profiling 

Discriminating between black and white 


2. Gender Profiling:

Men are strong and do all the work.

Men are the "backbone."

Women aren't as smart as a man.

Women can’t do as good of a job as a man.

Girls are not good at sports.

Guys are messy and unclean.

Men who spend too much time on the computer or read are geeks.


3. Culture:

All white Americans are obese, lazy, and dim-witted. Homer Simpson of the TV series The Simpsons is the personification of this stereotype. 

Mexican stereotypes suggest that all Mexicans are lazy and came into America illegally.

All Arabs and Muslims are terrorists.

All people who live in England have bad teeth.

Italian or French people are the best lovers.

All Blacks outside of the United States are poor.

All Jews are greedy.

All Asians are good at math. All Asians like to eat rice and drive slow.

All Irish people are drunks and eat potatoes.

All Americans are generally considered to be friendly, generous, and tolerant, but also arrogant, impatient, and domineering.


4. Group of individuals: 

Goths wear black clothes, black makeup, are depressed and hated by society.

Punks wear mohawks, spikes, chains, are a menace to society and are always getting in trouble.

All politicians are philanders and think only of personal gain and benefit.

Girls are only concerned about physical appearance.

All blonds are unintelligent.

All librarians are women who are old, wear glasses, tie a high bun, and have a perpetual frown on their face.

All teenagers are rebels.

All children don't enjoy healthy food.

Only anorexic women can become models.

The elderly have health issues and behave like children.


5. Sexual Profiling 

Sexual stereotypes, on the other hand, suggest that any feminine man is gay and any masculine woman is a lesbian. Those who believe gay stereotypes may also believe that homosexuality is immoral, wrong and an abomination.


-provides us with information about the characteristics of people who belong to certain social groups -enables us to respond rapidly to situations.
- it is a functional way of dealing with the world—things are complicated, and we reduce complexity by relying on our stereotypes.


- It distorts our perceptions such that we tend to exaggerate the differences between people from different social groups
-treat them differently  and perceive members of groups (and particularly outgroups) as more similar to each other than they actually are.
- It can also limit the development of a natural talents and abilities of groups of people
-prevents a social activities that each individual has the right to be part of.
- constantly putting people down according to what they belong discourages them from succeeding
- shape people’s judgements and create false assumptions on people.
- most of them are inaccurate as they are based on racism, sexism…
-they are boring and don’t allow people to wonder and question things about people


Why is killing Stereotypes important:


Avoiding stereotypes encourages equality between people and equality ensures that indivisuals are not treated differently or less favourably when compared to one another in terms of their race, gender, religion, belief, sexuality, occupation, age.


Why is it important to John Lewis?


Could be said that stereotypes is a social matter that has been passed on through generations. It reached a point where is it very fixed at the moment and is hard to change it. Yet, John Lewis must believe otherwise and show that with an exciting campaign. By transparent, and showing their values and beliefs towards this issue will enable them to reach their existent and non-exsistent costumers at a much deeper level. Raising this kind of awareness will increase brand loyalty, a good word of mouth promotion, and thus, a higher rate in sales.


Stereotypes shape people’s judgements and create false assumptions on people. People are aware of it yet are still unconsciously being biased and are generalizing what they see and turn it into a fact. It is very hard at this moment to change the stereotypes yet, it is never too late to raise awareness to the issue and make John Lewis step in, be transparent and show their values and beliefs regarding stereotypes. This will increase brand loyalty, create a good relationship as well as a good word of mouth promotion. Thus, increase the number of costumers who step in the store who will either increase sales or appreciate a good experience in the store.


How is it responding to the brief?


Future Retail was an important point to take into consideration from the brief so I did some research on what future retail is all about these days. 


1. Reimagine the store
Be more than a store – Retailers need to ensure that their stores remain relevant and are places that consumers want to keep coming back to. Experience is more important than ever, and retailers’ stores need to be more than just places to transact.

Consumers want something relevant that they can relate to, be comfortable with and want to keep coming back to it. Experience is more important and it is not just about selling and buying anymore.


2. Experiment with Experience
Design for the eye – Visual search is changing the way that consumers shop for products, with more and more consumer journeys starting with an image or a photograph.

Transform the Business

3. Discover the value in your values 

Brand authenticity and sustainability are becoming increasingly important in retail. Consumers want to associate themselves with brands that have a sense of purpose and represent their views, beliefs and values. They are also becoming increasingly intolerant of brands who aren’t transparent and who don’t follow through on their promises. 


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