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Commercial advertising exists to promote exchanges. Thus, on a recurring basis, it uses stereotyping to achieve success. This text seeks to examine how critical theory has been approached in the marketing and advertising literature, well identifies the existence of a critical current in these areas. A search was made to evaluate the dissemination of knowledge within a given field of study, from a window between the years 1971 and 2018. It was verified that there are critical publications in prestigious journals in the areas of marketing and advertising; there is an expressive presence of researchers conducting studies related to this field of study and the subject is emerging (interest is growing among researchers). The study contributes to the adoption of ethical practices by academics and marketing and advertising professionals. It suggests the existence of a critical eye, which has reproved abuses throughout the history of world advertising.

A pesquisa Científica que Critica a Publicidade Estereotipada: uma busca histórica nas publicações em marketing e publicidade (1971-2018)