In my opinion, advertisers should take a morally responsible stance and avoid stereotyping in their media. Looking at the incredible amount of negative impacts it can have on a customer's psyche, I believe that they should take steps in order to avoid this. In my eyes, I cannot see why they would not avoid stereotyping. It's a choice between insulting a major percentage of prospective customers or becoming more inclusive and bring in a greater variety of people to buy their services or their products.
At first glance, it does look like an easy choice, but when you factor in the benefits of stereotyping, it becomes much more complex. For example, stereotyping in advertising can be used to make the product being sold seen as something exclusive. Looking at ads for a stereotypical male products, you may often see women trying to use unsuccessfully before being helped by a male. By using this situation, you are telling the males in the audience that this is a club worthwhile joining. This type of ad does tell the women in the audience a completely different story, but to the advertisers, it does not matter, for their main demographic is men, and they know that. To them, it does not matter that they are insulting one half of the world's population as they are not considered relevant regarding this product.
Another benefit of advertising is that positive stereotypes can be used to influence the same audience they're insulting. By making one demographic seem superior to another, advertising companies are able to make their audience feel the same way. It is still incredibly hurtful and offensive to the a major section of the audience.
Therefore, I believe that, instead of insulting their audience, advertising should focus on building them both up. It is not an impossible task.
At first glance, it does look like an easy choice, but when you factor in the benefits of stereotyping, it becomes much more complex. For example, stereotyping in advertising can be used to make the product being sold seen as something exclusive. Looking at ads for a stereotypical male products, you may often see women trying to use unsuccessfully before being helped by a male. By using this situation, you are telling the males in the audience that this is a club worthwhile joining. This type of ad does tell the women in the audience a completely different story, but to the advertisers, it does not matter, for their main demographic is men, and they know that. To them, it does not matter that they are insulting one half of the world's population as they are not considered relevant regarding this product.
Another benefit of advertising is that positive stereotypes can be used to influence the same audience they're insulting. By making one demographic seem superior to another, advertising companies are able to make their audience feel the same way. It is still incredibly hurtful and offensive to the a major section of the audience.
Therefore, I believe that, instead of insulting their audience, advertising should focus on building them both up. It is not an impossible task.
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