Discrimination In Advertising

In many companies, especially fashion industries, promotion for merchandise is mainly targeted to attract a youthful and attractive youth. One of the most noticible tactics of this example is advertising, usually showcasing a beautiful and lean supermodel. However, businesses are now hiring good-looking employees, in an attempt to lure in more customers. Recruiting people as "walking billboards" is controversial, considering the chances of being employed would be biasied, due to how a worker may look. Steven Greenhouse, the author of "Going for the Look, but Risking Discrimination" provides the reality of how looking a certain way for a job, is associated to prejudisim. In contrast, Mr. Cohen's analysis depicts that "being able to find a brand enhancer, or... a walking billboard, is critical." However, I disagree with Cohen, because there is more to a product than just an attractive representative.

Mr. Cohen, a senior industry analysist at NPD Group, researches market's firms. Cohen states, "Retailers defend the approach to hiring based on image as neccessary and smart, and the industry experts see the point." But enrolling into a job should be more about ability and skills to perform a task, rather than focusing entirely on one's image. Would it be ideal to decline an average female, that can reflect postive

teamwork skills and choices a job because a more attractive woman that lacks leadership and responsibilty? Most employers would agree not. Not only is it obvious, but risky, since lawyers advise to stay away from hiring for looks to avoid a lawsuit.
Questionable hiring tactics would be more prominent in the city, due to the vast amount of diversity.

In my experience growing up in Los Angeles, I have not seen a certain image projected in the employees, but rather the product itself. For example, at the makeup store, Sephora, the helpers tend to wear drastic eyeshadow colors and lipstick. This type of image would be seen as overbearing to regular workplaces, but this tactic is to show consumers the quality of makeup and even using the worker as a real life display. However, the staff in vast in diversity such as; hiring both men and women, different races, and both young and middle-aged

people.
Recruiting employees based on their appearance is not prohibited, however it may seem unethical and should be avoided. In my opinion, Mr. Cohen's analysis is not true. A company should not resort to using their hired employees as a "brand enhancer." Usually people applying for a regular job would rather have their skills and abilities depended on; rather than appearing a certain way. Employees are not models, who are used to display a product or brand, but rather hard working people who need a paycheck. Productivity is essential to a professional workplace and not whether or not members of a staff is known for their looks.