We now need to consider a key element in adverts : the use of stereotypes.
Stereotypes are best defined as the giving of common attributes to a group or individual based on the behaviours of similar individuals or groups. Such actions may not always be negative - eg all people who wear glasses are intelligent. However, whilst serving the advertiser as a simple way to convey their messages about products or the users of their products, they often perpetuate a society's beliefs about the group being represented.