There really isn't a way to stop stereotypes. There are things that are just automatically accepted by our society. While challenges are sometimes seen in advertising, they can be uncommon. Stereotyping is just easier. The ad below compares a beautiful woman to a BMW automobile. While yes, this advertising this ad catches the eye of buyers, it can be considered extremely offensive towards woman as it replaces the woman with a dead object. The same intimacy between a man and a woman is replaced with materialism. The woman is not only beneath the man in terms of status, but the car as well. Pathetic really...
In perfect world, stereotypes wouldn't exist. In a perfect world, I could walk to the nearest basketball court and be the first one picked in a pick up game. In a perfect world, I wouldn't assume that my neighbor is a freakish athlete and instead is actually a straight A student. I've always been taught not to judge others from the outside in.
However, in the case of advertising, it seems like stereotyping is a necessary evil. The main goal for an advertiser is to sell their product to an audience, which will convince them to buy it. In order to do that, companies need to be realistic in targeting a specific audience, because not many products out there are completely universal. In order to do that, advertisers need to base their ads on generalizations to help sell.
Instead of looking at whether or not advertisements with stereotypes would ever go out of style, what would happen if no stereotypes in commercials existed? For instance, what if all fried chicken commercials had no African American people in it? Would that bring better business than having only African Americans in fried chicken commercials? Probably not. However, the advertisers always should beware of going to far. There is a fine line of being funny and just being down right offensive.
In the end, advertisements will always have its stereotypical tendencies and in my perspective, I'm not too sensitive to it. Advertisers need something to work off of. They need ideas implicated by society already to produce stuff that we like or else they'd just be showing commercials with no real direction.
At the heart of advertisement lies the little known topic of semiotics.
Print Ad
From a denotative perspective, this ad shows a bunch of different basketball players running in a line towards the hoop. However, I'm pretty sure everyone can at least recognize two players in this picture. Using our knowledge of connotation, we can see that each player represents a different era in basketball history. The picture captures the spirited and illustrious pastime that is the NBA Finals. Fans also see each player as a symbol of the greatest moments in the NBA Finals. The scenery also helps intensify this ad, especially the use of the heavy spotlight on the players.
Outdoor Ad/Billboard
This ad caught my attention because its one that made me do a double take. The billboard is extremely simple which differs from a lot of other ads that have words or attractive pictures. This advertisement sends a clear and direct message. GET IN THE GYM! The ad is effective because of the denotation and connotation are almost one in the same. Basketball can be universal and considered an exercise for all ages, race, gender, etc.
Video Ad
This Budweiser ad uses the Clydesdale horse and Dalmatian dog to almost personify human abilities. The denotation shows just two animals working out diligently. However, through connotation, we understand that the scene is reminiscent of the famous Rocky scene where he beats himself back into shape. Budweiser uses this ad to imply that their drinkers are tough and hard working. They also understand the helping one another succeed, as well as putting communion as a high priority.
