Our society has significantly improved in its acceptance of different cultures and ethnicities over the past few decades. We would be going backwards if we allowed for there to be racial stereotypes in advertising. But for effective advertising purposes, I think there are a few exceptions to this rule that can be made. If a certain product is aimed at a very specific group, then an advertisement could be more impactful if it made a clear connection with that group. We have to make sure that it is not seen as offensive though, or else we could be guilty of creating forms of racial stereotypes.
2. Is racism in advertising a thing of the past?
Racism in advertising is definitely a thing of the past and the present. The only thing that has changed is that is is done in a much more subtle way. In the past, you might see ads where the white child is portrayed as blonde, blue-eyed, and cherub-like, while the black child is dressed in rags. The black child would also be positioned lower so that they are looking up at the white child. An ad such as this would be considered unacceptable in our society today, but there are still hints of racism that go unnoticed. Many companies try to avoid complaints about racism in ads so they purposefully try to incorporate models of races other than white.
3. Do advertisers have ethical responsibilities?
Advertisers have a huge voice and they should use this voice to not only advertise a product, but attempt to change how our world thinks. We have definitely made huge strides over time and the change can only continue to get better. Advertisers are ethically responsible to mold and shape the minds and hearts of generations to come to be more accepting and caring because they can reach out to the public.
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