What comes first, the egg or the chicken

           "The chicken or the egg" of advertising can refer to advertising's knack for perpetuating stereotypes. Sometimes, an audience can confuse this perpetuance with an advertisement actually creating a stereotype. The goal of advertising has always been to reflect upon an audience a part of themselves that they agree with, that is to say, an advertisement hones but does not create.


       As evidenced, advertisements often perpetuate the dumb blonde stereotype, as it generates a cheap, quick laughter. Of course, in reality, blondes are equally likely to be as smart or as dim-witted an any other person with any other hair color--it's simple genetics. While it might be fun to laugh at the portrayed image of a dumb blonde, it's certainly not a laugh in good taste.

1.  0:36

   dumb blonde commercial

   • by bbult
   • 6 years ago
   • 769,133 views

   blonde at a library.

          In addition, another common stereotype perpetuated by advertisers is that all African American people are athletic. This can be seen in advertising companies through the choice to portray mainly athletes of African descent to display someone as excelling in athletics; however, these companies never created the idea. It's been a debate, both scientific and anecdotal, as to whether Africans truly are superior athletes for decades. Still, there will always be athletes of all colors in all sports. 


          All in all, the stereotype exists in society often long before the advertisement says it does. An advertisement may come under fire for reflecting that certain ugly aspect of society, but it still remains an ugly aspect of society. However, it is no more right for an advertisement to perpetuate a stereotype as it is for an audience to believe and perpetuate it. The advertiser and the consumer both have the same humanity, but either can lose it when they decide to exploit the exploited.