Advertising perpetuates the stereotypes of racial minorities because it depicts preconceived attributes that the white majority consider the norm. Advertisers do this for several reasons: one is that the customer base may be made up of mostly whites; another is that companies would like to avoid the complication of depicting a non-stereotyped character. The low percentage of minorities in advertising may be attributed to the reluctance of a company to use a minority member because of concern about presenting a false representation; it is difficult portraying completely non-stereotyped groups because they need some quick images to draw from. The real problem comes when a stereotype is used that is degrading. Wilson and Gutierrez state in their essay, �Advertising and People of Color� that �These and other portrayals catered to the mass audience mentality by either neutralizing or making humor of the negative perceptions that many Whites may have had of racial minorities.�(556). In advertisements, companies are......

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