Advertising Stereotype Essay

2528 Words Feb 3rd, 2010 11 Pages
Stereotypes in Advertising Media stereotypes are inevitable, especially in the advertising, entertainment and news industries, which need as wide an audience as possible to quickly understand information. Stereotypes act like codes that give audiences a quick, common understanding of a person or group of people—usually relating to their class, ethnicity or race, gender, sexual orientation, social role or occupation. But stereotypes can be problematic. They can: reduce a wide range of differences in people to simplistic categorizations transform assumptions about particular groups of people into "realities" be used to justify the position of those in power perpetuate social prejudice and inequality …show more content…
They tell us who we are and who we should be. Sometimes they sell addictions.

Advertising is the foundation and economic lifeblood of the mass media. The primary purpose of the mass media is to deliver an audience to advertisers, just as the primary purpose of television programs is to deliver an audience for commercials.

Adolescents are particularly vulnerable because they are new and inexperienced consumers and are the prime targets of many advertisements. They are in the process of learning their values and roles and developing their self-concepts. Most teenagers are sensitive to peer pressure and find it difficult to resist or even question the dominant cultural messages perpetuated and reinforced by the media. Mass communication has made possible a kind of national peer pressure that erodes private and individual values and standards.

But what do people, especially teenagers, learn from the advertising messages? On the most obvious level they learn the stereotypes. Advertising creates a mythical, mostly white world in which people are rarely ugly, overweight, poor, struggling or disabled, either physically or mentally (unless you count the housewives who talk to little men in toilet bowls). In this world, people talk only about products.

The aspect of advertising most in need of analysis and change is the portrayal of women. Scientific studies and

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