2003 | 15 | 165-186
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Advertizing rests on the stereotypes present in the folk mode of thinking characteristic of a given community. However, the stereotypes are not revealed in advertisements, which constitute a tool used to manipulate the receiver, his thinking and valuation; they contribute to the shaping of the receiver's reactions, attitudes, decisions and actions. Copywriters use stereotypes and adapt them to their purposes: desirable characteristics of stereotypes are brought to the fore, those which might evoke negative associations are downplayed. For instance, because of the cult of youth, advertisements transform the stereotype of the old age, remove the unpleasant associations it evokes and attribute to the elderly certain patterns of behaviour typical of young people. The way a stereotype is profiled in an advertisement depends on the characteristics of the receiver: his or her sex, age, needs, habits and likes. It can flatter the receiver and transform the hierarchy of values; for instance talkativeness, usually considered a vice of the fair sex, is in one advertisement presented in the positive light: the sender is lenient with the female nature and encourages women to 'talk like you were getting paid for it!'. Advertisements profile stereotypes in such a way as to achieve the desired aim: to make the receiver buy the advertized product.
  • I. Bielinska-Gardziel, no address given, contact the journal editor
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