Racial Stereotyping

Unfortunately, racial stereotypes are used greatly for advertising purposes in today's world - and it works. However, I don't think that makes it right. Although it seemed to be more obvious in the past, there are many instances in which advertisers slip it in without us really noticing. A lot of advertisers play with racial stereotyping to attract certain audiences, knowing that they will "fall" for it.

Here is an advertisement for "build[ing] a resume that makes a lasting impression." This plays on the racial stereotype that all Asians are smart and is great with technology. Although these may be stereotypes that are considered "positive", it is not true with every Asian.

This is an advertisement for whitening cream that Vaseline posted on their Facebook in 2010, which clearly implies to all of society that it is better to have lighter skin. While it says this, it also says that having dark skin is not something that people want. I think it is a shame that advertisers are molding our minds to think that having lighter skin is considered "better." This proves that racism in advertising is not just a thing in the past. It is still being used - in this case, to make us believe that there are certain skin colors that are more superior.

Here is another advertisement with the same idea as Vaseline. Not only does the whole idea of "lighter skin is better" pertain to Americans, but it has also become something universal.

I do believe that advertisers have ethical responsibilities. However, their goal is to make the thing they're advertising known (and known in a positive light), so they do with what they can get away with. I think racial stereotypes have become so common that it seems as if it's alright to "play along" with it. I honestly don't think that advertisers are using racial stereotypes to offend anyone on purpose; they are only just trying to promote their products in ways that they can get the most exposure.