Stereotypes in Adv standardized mental picture of a group a set generalized beliefs about the personal attributes of members of a particular essence the perception that members of the group are generic exemplar of a type group than a unique individual for the most part we don t first see and then we define we define first and then see Walter Lippmann Public Opinion Characteristics of Stereotypes Efficient generalizations to organize information cognitively Valence positive or negative significance attached Potentially dangerous oversimplify distort in a negative way Stereotypes in Ads Why so many Efficiency give consumers a quick understating of the product message a code to help us understand quickly prime similarity quick common understanding of a person or group Unintended Effects short changing way to look at the world perpetuate prejudice and power discrepancies stereotypes Clarks Four Stages Nonrecognition excluded from advertising doesn t exist Ridicule dominant group belittles incompetent unintelligent buffoons Regulation Respect begin to appear more frequently and with less negativity narrow range of roles Trends over time 1965 1970 a lot of research of ethnic minorities in magazine ads doubled 1980 1998 less research late 1990s researchers began to look at Hispanics Asian Americans in adv African Americans represented 1940s mid 1960s 3 of characters in mag ads mostly entertainers athletes 1965 1969 5 of characters in magazine ads tokenism whites visible 97 of tv ad time African Americans 8 5 1980 Change Frequency vary across groups 1990s African 22 Asian 4 2 Hispanic 4 Caucasians 83 most likely to be main character partially grew out of the civil rights movement of the 1960s profit motives brand loyalty shift away from mass audience Are minority models shown more often in ads that target minority consumers yes each minority had highest representations in ads in magazines popular with its group highest African Americans lowest Asian Americans Types of products advertised with minorities African Americans health beauty liquor wine beer food beverages financial products cars Asian Americans technology cosmetics Hispanics telecommunication banking finance tric ideals eg fair complexion straight hair CONTENT ANALYSIS Women the dominant beauty standard black women in ads are those whose appearances conform to traditional Eurocen Purpose examine the proportion of various racial groups in TV ads 2003 See notes for graph How are Hispanics represented Virtually non existent till 1980 Sexualized more likely to give or receive sexual looks wear suggestive clothing likely to speak with an accent 74 of characters Frito Bandito Age Related Stereotypes older people are generally absent from mass media rarely appear in TV commercials for products other than health oriented items when they do appear older people are often mocked EFFECTS OF STEREOTYPE ADVERTISING Intended Effects impart info about products influence brand preference purchase behavior Bigger Pictures Tells us what products signify mean Convey social norms perceptions of individuals groups marginalization invisibility perceptions of societal roles Cultivation Theory George Gerbner sociologist TV is a storyteller vehicle for socialization presents a skewed view of world pattern of setting casting social typing actions that cuts across most pro gram types and defines TV world Heavy viewing may cause viewers to adopt TVs view of the world cumulative effects Effects of Stereotypes in Ads Unlikely effects of single exposure Cumulative effects is what is questioned difficult research problem likely to exert socializing effect perception of roles normative expectations behavior Recursive Advertising Reebok ads that poke fun at other advertisers use of stereotypes