Blog #5 Race in Ads

    Since the beginning of ads I think some type of stereotype has always been present in any kind of ad we see. Even the ones that don't necessarily show people in them. Now is right or wrong to do so? Their is not black and white way to answer that question, because there is a grey area. First I guess you would have to define what you mean by stereotyping. Is it the way a person looks, the food they eat, activities their interested in, crimes they're associated with? The list can go on and on, but in my opinion as long as its done in a tasteful way then I think that stereotyping in ads is OK. We live in California and have predominately Mexican culture here, so if I'm making an ad to target that group I might want to use a couple of Spanish phrases in the ad or have them eating a Mexican meal. I would not have them eating caviar while drinking French wine. Now that's not to say that this group doesn't eat caviar or drink french wine, but if i want the ad to relate to the masses within this group I will have to use some stereo type that they can all relate to.
    Now that being that doesn't mean that if the Mexican culture is know more gangs and street violence of its youth that I'll make an ad and use Mexicans as bad guys and dress them up as the villains. There is a line you use as a reference point and as a line not to cross.
    Is there racism a thing of the the past? I would say no, but at the same time I think you need to distinguish between what is racist and what is stereotyping. Are they similar? They can be, but again as long as you define early in the ad what you're trying to do, you can walk the line of being without sin, but realize that no matter what you do. Someone can always find something wrong with they a ethnic group is portrayed.
    As for the advertisers themselves, they have a ethical responsibility to make sure that what ever project they put forth to the general public is vetted through as many different chains in the command to see if what they are portraying is suitable for the masses. Pushing the limits in ads is OK, but have a message or something that clearly states what your intent is.