ITC Research Pigeon-Holes Stereotypes
The findings of an ITC report, published today, showed that while some of the stereotypes used in advertising are perfectly acceptable to the public, others are seen as patronising and insulting.
Boxed In was commissioned in response to complaints received by the ITC about stereotypes in advertising. It revealed that while stereotypes are a recognised part of TV advertising, they are also associated with underlying social issues such as racism, sexism and bullying. Those who took part in the research felt that while advertising should not be too strictly censored, it should not encourage stereotypes.
ITC acting director of advertising, Ian Blair said: “Viewers are sophisticated in their understanding of television advertising. These findings will help the ITC to distinguish between harmless acceptable stereotypes and those few which justify intervention.”
According to the report, ethnic minorities felt that advertising did not reflect or recognise the cultural diversity of the UK. They strongly objected to stereotypes which could inadvertently encourage damaging racist assumptions. Negative regional stereotypes also produced strong feelings and stereotypes of foreigners were felt to need sensitive handling. Reed Employment was in one case regarded as utilising a blatantly racist stereotype, while Home Pride Curry Sauce was praised for positively portraying a Scottish Asian family.
People with disabilities and those who are overweight said they felt excluded by the constant emphasis on the “perfect body”. Women and young girls were also aware of this stereotype but felt that it reflected a wider bias in society. Men were generally unconcerned about their portrayal in advertising, bald men and men with beards did not find stereotypes depicting them offensive.
Children were not concerned about the use of stereotypes, despite being well informed of issues such as body-image and racism. Parents and older children felt that stereotypes which might condone or lead to bullying were dangerous. They attacked the Tango Orange ad for emphasising characteristics that could cause children to be picked on. The elderly were generally content with their image in advertising and felt that they were portrayed in a fair and balanced way.
People felt that less significant stereotypes could be prevented from being offensive by the use of humour or the stereotyped person being in control, rather than powerless.
The ITC will use the results of the survey to review the television advertising rules in an attempt to make it easier for advertisers to avoid problem areas.
ITC: 020 7306 7743 www.itc.org.uk
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