Stereotypes In Advertising

In the modern information era the phenomenon of advertising plays a major role in society. Therefore, it has become imperative for media scholars to figure out how advertising is conceived, how it works, and what its impact on different sectors of society and people is. The objective of each advertiser is to sell the biggest amount of product for the highest price. Moreover, advertising companies try to maintain their competitiveness and earn reputation. Advertising gets into all spheres of life, and promotional materials are disseminated through different kind of media. However, it is important to analyze the methods used by advertisers in order to attract audience and make their products more successful. In many ways, mass communications seeks to form stereotypes, or to reinforce them when they already exist in society. The excessive use of advertising leads to changes in the system of human values and replaces the incentives of spiritual development with incentives of consumption. In other words, advertising affects the most important foundations of society by promoting specific lifestyles. One example of such stereotypes is the representation of women. Sex sells, perhaps, better than

It attracts the male group of consumers and repel and resent woman group as well. Despite this, it performs its basic functions- to attract public attention by the use of colors, contrast, shapes, and the actual story it tells us. Nevertheless, from the point of view of those who are aware of the influence of various advertising techniques, we will learn a lesson that : «Art is no longer a purely visual experience..it is a work of our intellect triggered by nature...the imagination again become the queen of our strengths and we liberate our sensitivity.» ( New Theories of Modern and Sacred Art). By looking, analyzing, and finally seeing a picture we will be able to understand it. This is what visual communication is all