Creating/ Breaking Stereotypes in Media Advertisements

There are lots of products that tends to stereotype. With the age of technology, the usual form of ads is via motion advertisement, these are played in televisions, internet, outdoor LED billboards which creates an impact to the people. These ads are products of the capitalist system in which it tries to compete with other brands and to increase its profits.

Despite that many products tends to create a stereotype, we decided to choose “chocolate” as the topic and uncover the notions that it tries to establish.

Many people really like or love chocolates, as a commodity, its market is increasing as it is used also for different foods. In the present time, a lot of chocolate brands are competing the market. These brands, in order to be recognized, uses ads to sell its market. In relation with this, a lot of techniques and tactics were used to increase its sales.

Out of the many chocolate brands in the market, we looked at and scrutinized three chocolate brands and how it created a stereotype. We have chosen Chubby, Snickers, and Ferrero Rocher. Three different brands of chocolate with different price points and different target markets.

Chubby is a chewable chocolate snack and is the cheapest out of the three. Its target market is mainly children, so with their advertisements, they often use children in promoting their product. They use broadcast and online advertising. In their ads, the children are seen as energetic and bubbly, which explains their approach in using a child in their ads. Using a child with a chubby physique also reinforces the name of the brand.

Snickers is a chocolate energy bar with a mid-range price point. Their target market are often adults with less time to eat a full meal because they are busy and that’s where the product comes in. Their ads have almost the same plot, one person being cranky and different because of hunger and then offered a Snickers to return to normal. While their ads focus on humor and wit, they also have their fair share of problematic ads, for example, one of their ads displayed a stereotype among women, which is very cranky, angry, and irate. It is a subtle way of degrading and objectifying women, which is used by the company to maximize their profits.

Ferrero Rocher, the most expensive out of the three, is seen as a classy delicacy. Its target market are often couples. This product also radiates luxury, like its something very expensive so it is a very great thing to gift someone. Since luxury equates to staggering prices, their ads display the intricate art of how their product is made. Most of their ads revolve on guys giving girls Ferrero and having a classy theme to attract people to buy it.

Overall, the concept of using stereotypes in media advertisements is a normal thing in the business industry. Most of the time, it leads to attracting people to buy and maximize the profits of companies. But sometimes, it may actually backfire if the stereotype shown is offensive and degrading. Companies need to be responsible when releasing ads as their company will either be praised or negatively criticized.