How “True” Are Stereotypes? The Role of Stereotypes in Advertising

Advertising aims to adapt to the ever-changing consumer perceptions of all races, sexes, ethnicities, and attitudes of consumers worldwide. Yet to date there are still advertisements that portray persons of color either in a stereotypical manner or as background to European Americans. This research study explores and investigates the role of advertising in targeting African-American consumers through stereotypes and further examines the following questions. Do the stereotypes project the true feelings of African-American population? Should advertisers be held responsible for the continued perpetuation of the stereotypes?