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

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.