Stereotyping and advertisers. A moral dilemma

Advertisers primary focus is to generate revenue and profit from their product. So to an extent yes, there is no moral dilemma regarding advertising. In a minor scale, stereotypes are the best way to transcribe a product using the system of role-product congruity setting the main demographic of the product. However, this alludes to society depicting a specific brand only towards female or males, causing stereotypical norms amongst society. This is only prominent where the product is only specifically aimed and designed for a gender-specific demographic. There are adverts where moral integrity has been considered, the use of multiple diverse groups and less objectivated models portrayed more actively, however, this is more prominent in more smaller companies where they can't take much controversy and the distribution of these ads are most likely not as prominent as bigger titles.

The major scales of stereotyping where objectification is highly prominent and most evidently intentional where the advert is more or so objectifying a specific gender in order to gain more distribution of said ad. In recent ads (particularly in large industrial names, like Nike), female empowerment has highly been prominent. Using racial and female stereotypes to increase all likelihood of a product to conform with a more compliant society, using these specific stereotypes to be submissive about objectifying female/male models as it typically follows with an empowering statement about feminism or racial discrimination while deliberately using the conventions of a decorative portrayal in order to the use of stereotypes. Fashion industries, however, aren't submissive with their use of stereotyping, a large portion of models goes towards females and creating a standard for a skinny and near perfect characteristic. Typically the models are either objectified or pose seductively acting as a decorative portrayal, in most cases females are typically showing the standards of highly unattainable beauty standards, however advertisers still typically use these practices as it sets a standard for the product, inducing the that the product quality is in unison with the price they offer.

To rephrase advertisers have no moral duty to avoid stereotyping, the use of stereotypes has become so prominent in today's society as it conforms and dictates a products targeted audience. Advertising display confidentiality on the use of stereotyping, this further supports the current ads like Nike and other sporting companies where female or racial empowerment hides the stereotypical norms. Cosmetics companies, on the other hand, follow conventions of objectification like recent fashion ads where the norm of skinny and pretty is still relevant in the industry. Both applications are used to confirm and set standards on products.