Racism In Advertising

Marketers use advertising to gain customers while discriminating and forming stereotypes on race, class, and gender to grab a viewer's attention. They might even include a certain sex appeal to make their advertisement captivating. LifeLock, an identity theft company, uses racism in their advertisement to link their ads with a specific group of individuals. The potential victims of identity theft in their ads are caucasian while the perpetrators of the crime are of color.
In addition, LifeLock uses gender and age to define the perpetrators in their ads. They portray the perpetrators as middle aged men while the victims are of all ages. The company’s advertising techniques causes viewers to sympathize for the victims and become interested in the product. In response, the advertisements create an ideal image of criminals which forces the same idea in a viewer’s subconscious forming a stereotype. Not all colored middle aged men are criminals which is why LifeLock should use all races and ages to …show more content…
An individual is taught as a child to be causions around middle aged men who look suspicious. He or she creates a permettent illustration of what a criminal looks like, which is a creepy male with sweatpants and a hat. Advertisements for companies like LifeLock use the image that is drawn into our minds to their advantage and recreate it on a poster. Therefore, people can relate to companies ads, which help them promote their product.
All and all, advertisement is vicious technique that uses race, class, gender, and sex appeal to gain customers. Marketers are not only selling their product, but selling an image that is false. LifeLock is selling a fallacious image of perpetrators that offend people of color. The stereotype of criminals that children are forced to memorize by their guardian has to vanish. Until then, racism will still be a major dilemma in society and advertisement will continue to help racism