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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 - PowerPoint PPT Presentation
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Human Portrayals in AdvertisingThe Necessity of the
StereotypeHo l zwor th and Woodruff
Human Portrayals in Advertising
Stereotype Defined
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
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 AdvertisingCounterarguments
Human Portrayals in Advertising
Stereotype (n.)
Pattern Average Custom
1. Stereotypes can be used responsibly.
Human Portrayals in Advertising
Human Portrayals in Advertising
Human Portrayals in Advertising
Customized Communication Incongruity (CCI)
Customized Communication Incongruity (v.)
Advertising and behavioral mismatches
between advertising stereotypes and
consumer response
2. Advertising would fail without stereotypes.
Human Portrayals in Advertising
Human Portrayals in Advertising
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.
“
”
Serve to degrade or
al ienate the nature of their
subjects.
3. Dysfunctional stereotypes need functional stereotypes.
Human Portrayals in Advertising
Provide realistic depictions of the
nature of their subjects.
Human Portrayals in Advertising
Back to The ProblemHuman Portrayals in Advertising
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• 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.