Siberian Federal University

Issue

Journal of Siberian Federal University. Humanities & Social Sciences. 2013 6 (10)

Authors

Nozdrenko, Elena A.

Contact information

Nozdrenko, Elena A.:Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041 Russia;E-mail:

Keywords

advertisement; stereotype; social and cultural activities; gender; advertising communication; ethnic stereotype; gender stereotype; culture

Abstract

The current phenomenon of our time are stereotypes, that, on the one hand, simplify the process of communication, as they empower the members of society with a number of characteristics in advance, but on the other hand, create additional problems in the process of interaction, for example, form preconceptions. The increased level of competition makes the creators of promotional product resort to unusual elements of its attractiveness. However, advertisement should not only be interesting and eye-catching, but also understandable and relevant to the target audience. Carrying out this task, the advertising business refers to such concept as “social stereotype” that helps to include a certain set of symbols, containing the necessary and relevant for the consumer information into the advertisement message. Stereotype is a derivative of the modern society. The fact that stereotypes affect not only human relationships, but also formation of the public opinion is important. People mostly think in images – stereotypes, and this is an effective tool for an advertisement creator. But we must not forget that its primary task is to “hook” the potential customers with the help of competent motivation, in other words, to create an image that will stand out from the products by competitors and attract attention. However, advertising producer must remember that the border, where interesting and unusual advertisement becomes repulsive and unpleasant is very thin, and it creates the need for highly skilled approach to the use and formation of stereotypes when creating an advertisement message. Advertising, as the meaning-making element of culture can not only change social stereotypes, opinions and ideas that exist in society, but also create new ones

Pages

1514-1525

Paper at repository of SibFU

https://elib.sfu-kras.ru/handle/2311/10038

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).