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

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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

Stereotype/Schema Defined

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

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 (n.)

Advertising and behavioral

mismatches between

advertising stereotypes

and consumer response

2. Advertising would fail without stereotypes.

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.

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

Human Portrayals in Advertising

Back to The Problem

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.