Advertisers can achieve this by the skilful use Stereotypes. I have already explored the stereotype of the young beautiful businesswoman with the perfect family, but there are hundreds more.
A stereotype is a ready-made image of a person or relationship that is instantly recognisable. It is a positive image that is used to endorse products. Because they are instantly recognisable, it means advertisers can save huge amounts of money by spending less time presenting the person or setting the scene.
Advertisers have almost always relied on Stereotypes to get their message across. It is hard to find a commercial which doesn't make use of them, although more and more alternative style commercials with no stereotypes are being broadcast on our screens.
Sadly, the use of stereotypes in commercials has much wider implications.
All advertisers have target audiences: old people want to feel secure, children want new toys to play with, women want to be beautiful and men want to be successful with women.
Commercials aimed at young children put huge pressures on parents, because children will harass their parents until they get the toy. These toys can cause much controversy in families by creating arguments.
Similarly, commercials using stereotypical women put a lot of pressure women; pressure to achieve and pressure to live up to unreal demands.
Advertisers play on women's fears and make them feel guilty, promoting a feeling of underachievement. This could be by not having a tidy home or innocent well-mannered children like in the commercial.
By playing on women's insecurities, more pressure is put on the woman to become like the stereotype on the television, and women are convinced that this can be achieved by purchasing the product advertised.
Women also become subject to pressures from their own family:
"If she can do it, how come you can't?"
The use of stereotypes of women on television also re-enforce the existing prejudices against women which dilate they should be pretty, look after the children and cook while they are at it.
The use of Stereotypes supports and prolongs the unfair treatment of women in our Society.
Everyday, younger and younger women and girls are becoming affected by the use of beautiful slim models in commercials. Psychologists and doctors agree that the pressure and guilt factor in these commercials is a major contributor to the increasing cases of anorexia amongst young women each year.
It can be argued that these advertisements are creating a culture of envy and materialism, where everyone watches each other and want what each other have. I believe this is very unhealthy.
I conclude that the use of stereotypes in advertisement is wrong because it promotes a culture of materialism, envy and prejudice against women; by making unrealistic demands. Ultimately, we are hindering women and the progression of society.
