SINT-PIETERSCOLLEGE

Comenius Project 2010/12 - Gender roles through time and place

CASIMIRIANUM COBURG

IES SANTIAGO

RUSIÑOLGENDER ROLES IN FRENCH ADVERTISING –2nd AND 3rd YEAR OF SECONDARY

This small project of the French Department focuses on the representations of gender in contemporary French advertising. The idea came up as we had already foreseen at the beginning of the school year in our task-based methodology different activities related to the creation of adverts. The final task aimed to acquiring and using different grammar and vocabulary contents such as adjectives, imperatives, infinitives, gerunds and other typical structures of the advertising language.Thereby we thought it could be a great idea to guide the participatory work of our students through three stages and make them reflect and find out if the advertising is generally or specifically gender targeted emphasizing male and female stereotypes and of course what are the main “clichés” coming to the surface of all these amazing colorful images that push people to a frenetic consumerism.

SINT-PIETERSCOLLEGE

Comenius Project 2010/12 - Gender roles through time and place

CASIMIRIANUM COBURG

IES SANTIAGO

RUSIÑOL

CLICHÉS ABOUT GIRLS•The delicate girl, •Women depending on men•The beautiful, perfect slim seducing body•The girls in the kitchen, tiding up, taking care of the kids…

CLICHÉS ABOUT BOYS

The Strong boy, muscled

Protecting men,

The boys practicing sport, driving cars, drinking alcohol, impressing girls…

1. STAGE ONE: search for adverts the students consider as depicting gender roles and displays.

2. STAGE TWO: create adverts just focusing on the commercial purpose and reflect at the end if they are gender related.

3. STAGE THREE: choose an advert (among what they found or what they created and imagine a new one not gender -targeted).

STUDENTS’ REFLECTIONS!

FRENCH ADJECTIVES DESCRIBING WHAT THE STUDENTS FELT ABOUT GENDER-TARGETED ADVERTISING:FRAPPANT, IDÉALISTE, MODERNE, DÉSAGRÉABLE, CURIEUX, TRISTE, ARROGANT, STUPIDE, COMPLEXE, BIZARRE, ÉCOEURANT, SEXISTE, AGRESSIF, OFFENSIF, FAUX, JOLI, IMPRESSIONNANT, IMAGINATIF, INDIFFÉRENT, TROMPEUR, ÉLÉGANT, ÉMOTIF, DRÔLE

SINT-PIETERSCOLLEGE

Comenius Project 2010/12 - Gender roles through time and place

CASIMIRIANUM COBURG

IES SANTIAGO

RUSIÑOLSAMPLES OF STAGE ONE

SINT-PIETERSCOLLEGE

Comenius Project 2010/12 - Gender roles through time and place

CASIMIRIANUM COBURG

IES SANTIAGO

RUSIÑOLSAMPLES OF STAGES TWO AND THREE

This is not our students’ creation, it’s a perfect illustration of the advert of the same product but from different points of view!