Advertising Reinforces Stereotypes Free Essay, Term Paper and Book Report
Advertising perpetuates the stereotypes of racial minorities because it depicts preconceived attributes that the white majority consider the norm. Advertisers do this for several reasons: one is that the customer base may be made up of mostly whites; another is that companies would like to avoid the complication of depicting a non-stereotyped character.
The low percentage of minorities in advertising may be attributed to the reluctance of a company to use a minority member because of concern about presenting a false representation; it is difficult portraying completely non-stereotyped groups because they need some quick images to draw from. The real problem comes when a stereotype is used that is degrading. Wilson and Gutierrez state in their essay, Advertising and People of Color that These and other portrayals catered to the mass audience mentality by either neutralizing or making humor of the negative perceptions that many Whites may have had of racial minorities.(556).
In advertisements, companies......
Word Count: 906
Page Count: 3.6 (250 words a page / double spaced)
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