Do you think that advertisers have a moral duty to avoid
stereotyping people?
Current advertisements take sharp turns for the worse as their source of
persuasion for appealing to their global target audience has no pure intentions
of educating or informing, but to persuade. These advertisements tend to
contain stereotypical components, which refer to the oversimplified creation of
generalizations made to a particular group of people, thus forming labels of
in-groups and out-groups, also known as social categorization. Discrimination of
certain groups and the impartiality of other groups would hence take place. Moreover,
this leads to the degradation of cultural and traditional values of particular racial
or religious groups, as well as the instinctive creation of oversimplified false
assumptions. Therefore, through constant daily exposure of such advertisements within
newspapers, magazines, television, billboards, and online sources that portray
stereotypical thinking, viewers, listeners, and readers would then comprehend
the presented conventional message as the most 'correct' or most socially
accepted mind-set. Therefore there are definite ethical values that need to
come into consideration when creating advertisements. Hence advertisers do have
a moral duty of avoiding stereotyping people, as it is their responsibility to
send a positive message to global viewers through their advertisements to avoid
stereotyping and any other negative outlooks within society. It isn’t worth
creating disaster within our small world in order to successfully sell a
product. This could be easily done through the use of positive persuasion
techniques rather than the negative.
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