Time for another ‘for’ and ‘against’ blog! This time the topic is “Advertising using stereotypes is a good thing”. Let’s examine the arguments for and against and find out why stereotyping in marketing is good or bad.
The affirmative
A benefit of stereotyping is the opportunity to target ads. By using ad targeting, advertising companies are more likely to show you ads that are right for you. This is beneficial to the ad company as their ads are more likely to be successful, and it is advantageous to you as a consumer as you’re less likely to be shown ads for things you have no interest in.
A further benefit is playing to the majority. Stereotypes are often grounded in truth, and so using stereotypical views and roles means that the majority of consumers will find that ads appeal to them.
The use of stereotyping gives people guidelines and therefore expectations. Familiarity can be very effective in ads, and using well known terms, social roles and cultural references can make ads more appealing to viewers as they find the themes familiar and comfortable.
There is also less risk involved for ad companies if they stick to stereotypical themes and characters. It will provide more predictable results for ads, and will allow for easy demographic targeting.
The negative
A big problem with using stereotypes is exclusion – inevitably, there will be people who do not fit in with stereotypes. These minority groups (who may be quite large in number in actuality) are excluded repeatedly when stereotypes are relied on in media and especially in advertising. These people may feel that products are not aimed at them, and they may feel under-represented. This may also lead to losses of custom for advertisers.
Stereotypes can box people in, making them feel as though they are unable to go beyond the confines of their box. For example, take a look at adverts for Lynx. These often heavily rely on gender stereotypes – of young masculine white men looking to appeal to young feminine white women. These ads will not appeal to women, men of colour, same-sex attracted men, or less masculine men. Or, in fact, any people who do not fit with this limited image of masculinity – including older men and men with disabilities. Lynx have recently started making ads that include all different types of men, which will help widen their appeal. In the past, their reliance on stereotypes has led them to be very limited in who they appeal to, but perhaps this will change. Ads like those from Lynx also have a damaging effect on those who view them, as they are left to feel isolated and ostracised.
Ads can get tedious and boring if they rely on stereotypes all the time. You end up with a range of homogenous ads lacking in any kind of variety. Ads become lacking in innovation and imagination when you rely on stereotypes too much.
Stereotypical themes in ads can create an ‘us vs them’ culture – pitting those who fit stereotypes against those that do not. This can be unhealthy and dangerous.
Advertising using stereotypes can reinforce negative stereotypes, for example about race or gender. If all ads feature white people, we can be led to believe that these products are not aimed at people of colour. If ads for (for example) a hair product are aimed exclusively at men, and these ads rely on traditional ides of masculinity and misogyny, then this reinforces ideas of sexism.
The conclusion
Stereotypes can be advantageous to advertisers for demographic targeting and to consumers for a sense of familiarity and expectation. But often it is good to go beyond these stereotypes to create something that draws attention and is inclusive to often-ignored minorities.
