Stereotypes in Communication

Munich, 13th-16th March 2008

Introduction

Introduction

Definition

- Greek origin: «stereos» and «typos»

- Characteristics, referring to certain groups of people

- Simplify and generalize

- Lighten the interaction with unknown people: self-fulfilling prophecy

Definition

Efficiency , Homogeneity of the products

- Multitude of impressions (visual, audible)

- Many products, everyone wants to convince the consumer

- Decision in short time

-> Stereotypes: avoid excessive demands

Communication

Target group

- Aim: reach as many consumers as possible

-> Analysis of the target group: consumers are categorized

Communication

Difficulties

- Cliché, prejudice

- Suitability to advantage of the product

- Negative attitudes

Communication

Examples

Examples

Examples

Examples

Thank you very much for your attention.

Questions?