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Human Portrayals in Advertising The Necess i ty o f the Stereotype
Ho l z wo r t h a n d Wo o dru f f
Human Portrayals in Advertising
So What’s The Problem?
1. Stereotypes can create false
misconceptions
2. Stereotypes are sometimes misused in
advertising
3. Stereotypes offend some consumers
Human Portrayals in Advertising
1. Stereotypes can be used responsibly.
2. Advertising would fail without stereotypes.
3. Dysfunctional stereotypes need functional stereotypes
*there will be a quiz later!
Counterarguments
Human Portrayals in Advertising
Stereotype (n.)
Pattern Average
Custom
1. Stereotypes can be used responsibly.
Human Portrayals in Advertising
Customized Communication
Incongruity (n.)
Advertising and behavioral
mismatches between
advertising stereotypes
and consumer response
2. Advertising would fail without stereotypes.
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.
“
”
Human Portrayals in Advertising
Serve to degrade
or a l ienate the
nature of their
subjects.
3. Dysfunctional stereotypes need functional
stereotypes.
Provide real is t ic
depict ions of the
nature of their
subjects.
Human Portrayals in Advertising
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.