5 - Racist Stereotyping

In general it is never right to make use of racist stereotyping when it is offending a group of people. In advertising it can have many advantages to make use of stereotyping, but only if it is not offending!!!!
Stereotyping can be very helpful in order to associate a specific product with a culture or theme. Typical clothing, music or language can help with that but again, only to the extend that no one is offended or hurt through the stereotype. It is very hard to find that “Goldilocks zone” for racial stereotyping in advertising. It cannot be too much and it shouldn’t be left out also.

So, I think racial stereotypes can be used in advertising to help the audience identify with a trend, product or brand, but it sure does not help product and brand when groups are misrepresented.

Racism in advertising is definitely a thing of the past. Racist stereotypes played an big role in the past in terms of selling products and determining race relationships. In Nazi times ads were brutal and used to caricature people who are not viewed Aryan. One print ad by The N. K. Fairbank Company illustrates two children. The african american child is pictured dirty in a simple dress with no shoes, while the blonde child is clothed in a very nice dress and socks and boots. The blonde child says „Why doesn’t your mamma wash you with fairy soap?“ The fact that the african american child is pictured dirty and poor is a very common stereotype for that time. I asked my roommates what they think about it and they are shocked and outraged about the printed ad. 

No question advertisers have ethical responsibilities! All I can think of right now is the Mountain Dew (Pepsi) commercial that is considered the most racist ad. The commercial creates a very negative stereotype of black men: criminal and scary and also violent against (white) women. There were countless complaints and criticism and it was all over the news. Hip Hop artist Tyler the Creator who is african american himself tried to play if off and a statement says that „It was simply an admittedly absurd story that was never meant to be taken seriously“ The commercial was pulled and the company apologized. Even though, some people try to justify the commercial with the producer being the same race as the stereotyped race. But no matter what, it can never be justified and this commercial should have never been approved. 

Advertisers have big responsibilities for ethics and they should never abuse their power to promote racial stereotypes.