A debate has existed historically around using stereotypes in advertising, but can be simplified by the "mirror" vs. "mold" argument coined by Pollay in 1986. This argument states that advertising "mirrors" society and does not present ideas to viewers that do not already exist as stereotypes. The "mirror" theory argues that advertising reflects the lifestyles and ideals of society and that it is this mirroring effect that drives familiarity with the product or service offered and the subsequent consumer engagement. However, the "mold" argument maintains that advertising influences society, and thus encourages stereotypes because of their ubiquity. The "mold" theory argues that sales are driven by society attempting to conform to the stereotypes and ideas communicated in advertising, as it shapes their own values and beliefs.
