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

Human Portrayals In Advertising- Counterargument

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Page 1: Human Portrayals In Advertising- Counterargument

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

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Stereotype/Schema Defined

Human Portrayals in Advertising

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So What’s The Problem?

Human Portrayals in Advertising

1. Stereotypes can create false

misconceptions

2. Stereotypes are sometimes misused in

advertising

3. Stereotypes offend some consumers

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1. Stereotypes can be used responsibly.

2. Advertising would fail without stereotypes.

3. Dysfunctional stereotypes need functional stereotypes

*there will be a quiz later!

Human Portrayals in Advertising

Counterarguments

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Human Portrayals in Advertising

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Stereotype (n.)

Pattern Average

Custom

1. Stereotypes can be used responsibly.

Human Portrayals in Advertising

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Human Portrayals in Advertising

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Human Portrayals in Advertising

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Customized Communication

Incongruity (n.)

Advertising and behavioral

mismatches between

advertising stereotypes

and consumer response

2. Advertising would fail without stereotypes.

Human Portrayals in Advertising

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Human Portrayals in Advertising

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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.

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Serve to degrade

or a l ienate the

nature of their

subjects.

3. Dysfunctional stereotypes need functional stereotypes.

Human Portrayals in Advertising

Provide real is t ic

depict ions of the

nature of their

subjects.

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Human Portrayals in Advertising

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Back to The Problem

Human Portrayals in Advertising

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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.