Advertising: breaking the law

society today is moving in the field of audiovisual media, a clear example of this is televisin, that
time back has become the medium of information, distraction and entertainment of society. From
this medium enterprises show their product using as a tool advertising campaigns; those
campaigns are used by companies with a discriminatory intention.thats why in order to this
situation, which has become a problem a posible solution would be that for companies engaged
in discriminatory advertising should be penalized since this would decrease social exclusion.

Discrimination is a broad topic according to the Oxford dictionary discrimination is The unjust or
prejudicial treatment of different categories of people, especially on the grounds of race, age, or
sex. Currently the discrimination has been very noticeable in advertisements so there is a
connection between these that brings several issues of ethical ,economic and sociological
problems , thats why in this essay we will focus on the two most common types of advertising that
are racial discrimination and gender , since they are the most controversial in our society. This
type of discrimination is seen in advertising commercials, ads and video.

The first type of discrimination in advertising is the race that can be seen especially in commercial
and billboards where only white people or people of various races where it is known that wants to
leave the white race is appreciated. A clear example of this can be seen in an advertisement by
Gap which was widely criticized by society, according to ABC Television one of the most
controversial comments about the situation with gap was what Stevie W who said where the best
way commented to lose the black demographic . Making your only black model an armrest ?
these comments are given not only by the nonconformity of society on discrimination but this
allows children to discriminate African Americans because in this advertising of GAP a White
children use an armrest a black model. It is important to emphasize that this is not the only
company that discriminates .

The second type is gender discrimination as racial discrimination from years ago have been the
beginning of many social problems . In the case of advertising it has been very noticeable since,
many companies show women as a sex objects , slaves for nothing equal .this kind of
discrimination can be seen in advertisements especially beer . As we can see in the following
quote in the research of San Joaquin Delta College in 1997 :

Beer companies have been notorious for exploiting women in their everyday promotions.
Watching a football game, you can usually find an attractive young lady being swept off her feet by
a less than attractive man after he opens the beer of his choice. Or, if you are lucky, you can
witness several young women materialize on a desert island with the male drinker after, of course,
he opens his can of beer. These advertisements present women as a goal, a trophy if you will, that
can only be attained with the proper beverage. These women seldom have anything to say besides
"Yes," making them seem like unintelligent sex objects. Unfortunately, the exploitation does not
stop with women. Beer commercials exploit minorities as well.
This type of discrimination today has been so notorious that have decreased a little of bit the use
of women in these commercials. However , they have never taken the corresponding measures to
prohibit the all these campaigns.

Furtheremore, this publicity discrimination particularly affects society , since as a means of

advertising spread television is the medium through which children observe these campaigns is
used and start from an early age to discriminate against people who do not think and it is equal to
them. Besides these notices and trade can increase abuse and sexism towards women rather than
decrease it is one of the purposes of society.

That is why a solution to reduce this discrimination propagated by the serious publicity that the
government penalizes and define all those companies that have advertising against all types of
culture and gender taking as reasons for violating the constitution especially fundamental rights.
With this penalty the government can help the most marginalized societies .

On the other hand , another possible solution that would benefit the companies would equal the
teaching of advertising that why i am agree with Van Thompson that said :

No matter how innocuous you think They Might Be , never play on racist stereotypes in your ads -
even outdated ones . Show your advertisements to a diverse audience testing and ask for
feedback . If you hear even a suggestion of racism , pull the ad and start over.un clear example of
this can be seen in campaigns publcitarias some companies like Benetton winny and supporting
equality in society .

Finally, it is important that all companies are aware of the fundamental rights of each person so no
discriminatory conduct campaigns that go against the right to equality. so I suggest to companies
that follow the laws and to show in their campaigns people with different skin types and
characteristics .