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Essay On Stereotypes In Advertising

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STEREOTYPES IN ADVERTISING

Stereotypes refer to beliefs about a particular social group in terms of the characteristics that they are believed to share. Stereotypes are cognitive frameworks that help us in interpreting the social world around us. Stereotypes are schemas about the social world that are overgeneralized and thus, do not allow for exceptions. These stereotypes may also be unverified. They might be positive or negative. For instance, ‘Asians are geniuses’ is a positive stereotype. However, ‘North Indians are loud’ is a negative one. Stereotypes are lead to prejudices, which in turn, lead to discrimination. Prejudices are certain attitudes or feelings towards a particular social group, which are usually negative. Prejudices lead …show more content…

Advertisements use slim models and celebrities to paint a picture of these qualities being desirable. The motivation for these advertisements comes from the helpless people who believe in these stereotypes and are willing to do anything to loose weight. This in turn, affects people’s perceptions of the group of people who are overweight, who are seen as undesirable and ugly. These people are called demeaning names and even discriminated against.

All fairness cream advertisements like fair and lovely for instance, show stereotypes like ‘being fair means being beautiful’. Thus, they can be seen as direct racist attacks on certain social groups or people who have a different skin tone than white, being highlighted by negative stereotypical representations of white being superior. Advertisers take advantage of the fluctuating concept of beauty, which does not assume a definite definition. They construct the meaning of beauty to mean fair-skinned people. This further reinforces racism and discrimination of people based on their color and

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