The Macrae experiment that we read in class this week, (Stereotypes as energy-saving devices: A peek inside the cognitive toolbox) found that the use of stereotypes is actually a cognitive tool our brain uses. In the study, whenever a stereotype label was present (regardless of whether the stereotype label was present consciously or unconsciously) participants remembered more stereotype consistent words and performed better on the additional task than participants who were not provided with a stereotype label. According to these findings, stereotypes are strategic tools used to enhance cognitive performance, so when the the stereotype is present we are able to effectively process other information at the same time. But what happens when these stereotypes take on a negative connotation?
Super Bowl fail: Halftime show and ads misfire on big night with video!. Regarding the PepsiMax “Love Hurts” ad, Eric Deggans said the ad “wrapped up sexism, weird racial overtones and violence against women in one toxic package.” What elements of the ad might lead him to those conclusions, and do you interpret those elements in the same way he did?