Download - Human Portrayals in Advertising
![Page 1: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/1.jpg)
Human Portrayals in AdvertisingThe Necessity of the
StereotypeHo l zwor th and Woodruff
![Page 2: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/2.jpg)
Human Portrayals in Advertising
![Page 3: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/3.jpg)
Stereotype Defined
![Page 4: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/4.jpg)
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
![Page 5: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/5.jpg)
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
![Page 6: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/6.jpg)
Human Portrayals in Advertising
![Page 7: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/7.jpg)
Stereotype (n.)
Pattern Average Custom
1. Stereotypes can be used responsibly.
Human Portrayals in Advertising
![Page 8: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/8.jpg)
Human Portrayals in Advertising
![Page 9: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/9.jpg)
Human Portrayals in Advertising
Customized Communication Incongruity (CCI)
![Page 10: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/10.jpg)
Customized Communication Incongruity (v.)
Advertising and behavioral mismatches
between advertising stereotypes and
consumer response
2. Advertising would fail without stereotypes.
Human Portrayals in Advertising
![Page 11: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/11.jpg)
Human Portrayals in Advertising
![Page 12: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/12.jpg)
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.
“
”
![Page 13: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/13.jpg)
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.
![Page 15: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/15.jpg)
Back to The ProblemHuman Portrayals in Advertising
![Page 16: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/16.jpg)
![Page 17: Human Portrayals in Advertising](https://reader035.vdocuments.net/reader035/viewer/2022062315/56815e1f550346895dcc7c47/html5/thumbnails/17.jpg)
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.