It has often been said in a complimentary manner about media that it is actually a reflection of the society but as soon as allegations so severe as racial discrimination is associated with the media, it is quite confusing to determine that what actually is the role of media in developing the standard of social life. To which extent is the aspect of racial discrimination is weaved with our existence? Looking at the advertisements, even if International level corporate houses it becomes clear that people cannot stop themselves from seeing at lives as well as individuals in an unbiased manner. It is not that they always intentionally aim at focusing over those aspects that contain elements of racial discrimination but it is the ill effect of racism that has been integrally related to the essence of human existence, comes out all of a sudden and people even fail to understand that through their creativity they have actually derogated not an individual but a whole community, a total socio-cultural entity. Looking at the current situation and role of media, specifically advertisement in the current society it cannot be said with complete assertiveness that media has acted according to its assumed roles in the context of its ethical responsibility towards the society. Advertisement, as an effective tool of communication between people and industries, is into use since the mid 19th century. The late 19th century, more specifically the year 1920 observed a drastic change in the field of advertisement. In recent years advertisement has become completely essential for the promotion of a business or of the products created by a particular business house. The influence of advertisement has reached such a dimension that advertisers and business houses are creating a particular brand image at the mass psychological level to increase the demand for their products. However, a series of debate hasbeen raised regarding the influence of media content and ethical issues related to it.
Elements of Racial Discrimination in Media and Advertisement