Stereotyping is still happening in our lives even though the world has come to a certain developed stage. Advertising agencies usually promote and use stereotyping in their ads in order to make their products be known to the public. It is a wrong thing to have stereotypical elements in the ads, Whether they make it on purpose or not because it will bring a negative impact on the public. Racism in advertising was never a thing in the past, but it is still happening nowadays. here are some examples.
Example 1.
The ad for Qiaobi laundry detergent, which has drawn millions of views on YouTube, shows a black man pushed into a washing machine and emerging later as a light-skinned Asian man. The ad agencies definitely have ethical responsibilities on making this kind of racist ad since it sees black as dirt” and promotes that how everyone should be whitened in order to be good. later on, the company posted on their Weibo account(Chinese social media similar to Twitter). they stated; “We regret that our advertisement led to controversy and have no intention of shirking our responsibility,” the statement said. “The advertisement and the surrounding controversy have hurt those of African descent, and because of this we would like to apologize.” However, “Many Chinese people have a well-established phobia of dark skin, which unfortunately also breeds racist attitudes towards people of African descent,” he said, adding that some people view blacks as “dirty” solely because of their skin color.
Example 2.
The offending film, which was broadcast online and at the cinema, opens with a mother-in-law figure interrupting a bride and groom as they are saying their vows.
She then proceeds to yank the bride’s nose, pull her ear, and force her mouth open to look at her teeth – not unlike the way a vet might check the health of a horse, as internet users were quick to point out. After a thorough probing, the older woman makes an “OK” gesture with her hand to indicate her approval, before her eyes suddenly widen as she focuses on the bride’s breasts. The shot then cuts to a clip of a red Audi car and a voice-over reminding viewers that “an important decision must be made carefully”. It ends with a pointer to the company’s second-hand car sales webpage.
This is another ad that dehumanizes women, and this ad company compares women to used cars, which is completely unacceptable. The company should take ethical 100% responsibilities, but the sad thing is that Chinese people are also racist, and only a few of them care about this.
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