Examples Of Non Conformity

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Is Non-Conformity a Stereotype? Men work long hours in a cramped office to support their families financially, while women raise their children and perform household chores such as cooking and washing. These family roles are only one of countless stereotypes engrained in society. However, a new label – which encompasses our desire for non-conformity – is emerging. This stereotype is embodied by the escape from existing conventions. For instance, two homosexual women raising a young boy can be seen on a United Colours of Benneton advertisement from 1991. Having parted with the classical perception of a family, the Benneton portrait illustrates the attention to non-conformity in the media. Specifically, the symbolic use of a lesbian couple…show more content…
In other words, Benneton’s discussion of ethnic and sexual diversity may be seen as a marketing tool, because may not only convey that Benneton is a forerunner in the fashion world, but also suggest that the company operates globally and prioritises corporate social responsibility. Such can be interpreted from their advert: while nakedness of the models may imply vulnerability, the Benneton blanket in which the people are wrapped may symbolize that the company encourages unity and provides protection against society. Specifically, Benneton would achieve this by promoting the downfall of stereotypes in society. For example, the fabricated expressionlessness of the models may suggest that though they look different, they are still alike in many ways. Nonetheless, it may be suggested that the advertisement achieves the exact opposite, as the social and cultural differences arising from Benneton’s out fits may result in new stereotypes based on customer choices. Put differently, an individual’s natural desire for uniqueness may encourage people to distinguish themselves using from their surroundings using Benneton’s clothing, and this differentiation may further the emergence of new…show more content…
Specifically, the exclusive use of photogenic people in their advertisement conveys that Benneton has not parted with their industry-specific stereotype of photographic perfection in advertising. More so, it may be proposed that even Benneton’s representation of non-conformity is a stereotype, as its combination of most major aspects of modernism may come across as slightly over the top. In other words, the family constellation on the portrait seems highly exceptional, and as such, it may come across as the media’s exaggeration of differentiation. In my opinion, this overemphasis, which is also illustrated by a clash between the use of a family portrait and the atypical family situation, has moulded non-conformity into its own
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