What's wrong with a stereotype?
Why...
Is there such an outcry about gender stereotypes in advertising? Clichés in advertising either make me howl with laughter or throw things. In either case they have the opposite effect on what the advertiser wants therefore they are just bad campaigns. However a targeted market may contain a stereotype and these can be very good campaigns. And as we know, today's cutting edge is tomorrow's stereotype. Have you watched the iconic ‘I'd like to teach the world to sing’ Coke add recently? It makes your teeth itch it's so clichéd. The opposite of an advertising gender stereotype is a gender A-typical stereotype…which by definition is niche. Last time I checked, advertising either wants to reinforce its brand to its core buyer or take its competitors, not worry about niche. Yes of course there are boys who play with dolls, men who enjoy catalogue shopping or talk to strangers while having a pee; even women who hunt bears or smell their socks before throwing them in the laundry basket. Just because these groups exist why is a Marketing Executive made to feel guilty about an advertising campaign that gives him the biggest bang for his buck and does not address small groups? "I'm awfully sorry Mr. CEO for spending a zillion £,€,$ or ¥ on a campaign for washing up liquid aimed at bricklayers. But research shows 3.267549% wash dishes too you know and some are keen to have soft hands." This nonsense is spouted by people who have no common sense. They are just incensed. In the interest of being more inclusive to minorities may I suggest their views should only be reported for six months in niche periodicals like the Newt Lover's Gazette, The Macramé Times or Morris Dancer's Today to reach those people who might be interested in their message but not read national newspapers, listen to the radio or watch TV?
