Stereotyping in Advertising

In a world where advertising and controversy go hand in hand, and the industry is fueled by a hunger for profit despite the human consequences. It is inevitable to find cases of stereotyping in specific advertisements. The shocking thing is, most of these cases are unintended. It is intriguing to see that there are a large number of people who are unaware as to the effect, certain words, appearances, or phrases can have on a particular individual or social group. But are the stereotypes necessary? do they add some incentive for people to buy products? the simple answer in no, but yet again there never is a simple answer. This modern society is a kingdom in which media is King. From the very day that we are introduced to the world to the day we depart from it, ideologies, opinions, ideas and much more is embedded within us and is fed to us via media. The world of media sets itself up for success breeding us to believe whatever is said to us and forming stereotypes within us. Knowing this, advertisers use this information to produce an advertisement that pulls all the right strings within us. When viewing an advertisement, we almost view it subconsciously rather than analyze it in detail, picking up on what appeals to us the most. The smallest of decisions such as choosing a tall man instead of a short one, a man instead of a woman, or a white man as opposed to a black man, can cause certain emotions within us that usually serve the purpose of persuading us to consume a product. By no means does this make it justifiable, in fact, it is near abhorring the way stereotyping can be used to manipulate us, and the way people overlook it. 

Just recently I saw an Ad made by the popular rapper and film-maker "Tyler the Creator" for mountain Dew. I realized that some of the ideas he put into the video, and some of the scenes could be seen as offensive to women and to the African American community. However, upon first seeing the video I saw many faces around me that saw nothing wrong with it. To be completely honest, I also would have been at a loss on how this would be offensive except that I anticipating it. I speculated that this may be because I do not associate with either one of the two races that the offense would have been received from. This provoked my understanding of how it was entirely possible for advertisers to make such mistakes without completely recognizing them. 

But this is no excuse for the harm and offense that they may direct towards people. In fact, I believe that it should be a moral responsibility for advertisers and people in a mass media to avoid stereotypes, racism, and other offenses.