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Human Portrayals in Advertising

Human Portrayals in Advertising. The Necessity of the Stereotype Holzworth and Woodruff. Human Portrayals in Advertising. Stereotype Defined. Human Portrayals in Advertising. So What’s The Problem ?. Stereotypes can create false misconceptions

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Human Portrayals in Advertising

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  1. Human Portrayals in Advertising The Necessity of the Stereotype Holzworth and Woodruff

  2. Human Portrayals in Advertising

  3. StereotypeDefined

  4. Human Portrayals in Advertising So What’s The Problem? Stereotypes can create false misconceptions Stereotypes are sometimes misused in advertising Stereotypes offend some consumers

  5. Human Portrayals in Advertising Counterarguments 1. Stereotypes can be used responsibly. 2. Advertising would fail without stereotypes. 3. Dysfunctional stereotypes need functional stereotypes *there will be a quiz later!

  6. Human Portrayals in Advertising

  7. Human Portrayals in Advertising 1. Stereotypes can be used responsibly. Stereotype (n.) Average Custom Pattern

  8. Human Portrayals in Advertising

  9. Human Portrayals in Advertising Customized Communication Incongruity (CCI)

  10. Human Portrayals in Advertising 2. Advertising wouldfailwithout stereotypes. Customized Communication Incongruity (v.) Advertising and behavioral mismatches between advertising stereotypes and consumer response

  11. Human Portrayals in Advertising

  12. Human Portrayals in Advertising “ Stereotyping is a way to take what we know and categorize it so we can more quickly identify and react to the world around us. It’s ingrained. It’s not going anywhere. ”

  13. Human Portrayals in Advertising 3. Dysfunctional stereotypes need functional stereotypes. Serve to degrade or alienate the nature of their subjects. Provide realistic depictions of the nature of their subjects.

  14. Human Portrayals in Advertising

  15. Human Portrayals in Advertising Back to The Problem

  16. References • Harker, M., Harker, D., & Svensen, S. (2005). Attitudes Towards Gender Portrayal in Advertising: An Australian Perspective. Journal Of Marketing Management, 21(1/2), 251-264. • Johnson, G. D., & Grier, S. A. (2012). What about the Intended Consequences?. Journal Of Advertising, 41(3), 91-106. • Arora, A., & Jun, W. (2012). How Can You Activate 'Incongruence' in 'Customized Communications' Through African-American Stereotypes? Measuring 'Customized Communication Incongruity' in Advertising. Journal Of Marketing Development & Competitiveness, 6(5), 83-106. • Sung, Y., Choi, S., & Lin, J. (2012). The interplay of culture and situational cues in consumers' brand evaluation. International Journal Of Consumer Studies, 36(6), 696-701. doi:10.1111/j.1470-6431.2011.01047.x • Desai, K., & Gencturk, E. (1995). Special Session Summary Schema Incongruity: A Multidimensional Perspective Involving Advertising Schema, Self. Schema, and Product Schema. Advances In Consumer Research, 22(1), 390.

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