Advertising as a Means of Moulding Social Stereotypes
Advertising as a Means of Moulding Social Stereotypes

Summary/Abstract: Commercials – entertainment, business or something more? "A means of moulding social stereotypes" seems a formula a little too pretentious. This paper appeared because at one point I was struck by the commercials' power to intrude in people's choices and to strengthen their preconceived ideas or social stereotypes. The recurrent theme that I noticed is related mainly to household products and the idea of marriage where advertisers felt like it was necessary to focus on the woman's wedding ring (it is always the woman), especially when there are some kids involved. The point I want to make here is that it is not the advertisers' role to mould or strengthen social or religious morale: they need to promote a product, not social behaviour or personal choice.

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