Stereotypes: The Tool of Advertisement

It is very clear that stereotypes emerge in every form in our society, and advertisement is not the exception.

Stereotypes, in the context of advertising, helps advertisers send a message to a broader audience. Therefore, we'd like to think that there is no harm intended behind their edgy stereotypical ads. However, with the freedom to advertise their clients' companies comes great responsibility and at times advertisers do cross that thin but clear border line between right and wrong.

So let's dive in by asking the first question: "Is it ever right to racially stereotype for advertisement purposes?"

As group creative head of Oglivy Delhi said, "There will always be a few who like the work and a few who don't. As long as people, the consumers, are engaged, entertained, and not offended, there's nothing wrong."

I have to agree with this statement. I find that in some countries like America, it is okay to use stereotypes to help advertisement. The U.S. is a country full of diversity and it would be inconsiderate for advertisers to only use "white" people portrayal in their ads. Advertising has to appeal to a broad audience. So it is mandatory to keep in account all the other ethnicities and groups of people that make up this society. If done with good taste and a sensitive approach, stereotypes can be used as a positive tool.

"A lot of comedy is based on stereotypes. Most stand-up comedians use stereotypes as material. It all depends on whether it was a lighthearted attempt or not," chief creative officer of DDB Mudra said about stereotypes in advertising.

I am completely on his side of the topic. People have to learn to accept that there will always be stereotypes among ourselves and there's absolutely nothing wrong with it. We cannot stop it or control it so might as well embrace it. I feel advertising does just that. It embraces stereotypes. Advertising has done a good job in evolving with society. The advertising published in recent years is not racist to the point of offending. However, that opinion remains subjective.

This brings me up to my next question: "Is racism in advertising a thing of the past?"

I cannot speak for everyone but I say, yes, racism in advertising is a thing of the past. Yet, some people have accused recent advertising as racist.

One example is the Dunkin Donuts ad in Thailand that was in hot water for the racy ad that featured a woman darkened up with make-up to appear of a charcoal color.

Another example is the 2013 Super Bowl Coca-Cola ad that was accused of being racist for the use of an Arabian man in the middle of the desert pulling on his camel. This is seen as racist because it portrays an image of the Arabian man that has been played out a little too much according to critics of the ad.

Despite these ads being seen as racist by some people, I don't see the racism. Recent ads compared to ads from earlier decades don't have a drop of racism.

Here's a good example: a 1930's ad

Now this I find completely offensive and discriminative of a huge population of America. Where do I begin? The "N" word is being openly used, the African man is portrayed very dark, and the features they use are unappealing to the eye.

The last question that remains unaddressed is: "Do advertisers have ethical responsibilities?"

My answer is an absolute yes.  Advertisers have a great deal of power and influence. They decide what will be publicized and they must understand the responsibility that comes with their job. They have to spend as much time debating whether their piece of ad will be seeing as offensive to some people, as they do creating the ad. It is true that the work advertisers do cannot be liked by everyone. To repeat Delhi's words, "There will always be a few people who like the work and a few who don't." In my opinion, advertisers shouldn't worry about pleasing all audiences. They should just worry about keeping a mindful perspective when addressing a huge audience.