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Zur Frage der Andersheit in der Werbung. Die Geburt des Stereotyps aus der Schwarz-Weiss-Malerei

Lora-Dagmar Constantinescu

Pages 41–51

Licence © 2010 the authors · CC BY 4.0

Abstract

In the dream-like world of consumerism all means are welcome when creating visual-verbal « scenarios » of wishful thinking – especially when brand positioning is at stake, and this even in the more realistic domain of media products. Despite general efforts to « save the face » for reasons of (only a certain degree of!) political correctness, advertising communication fully makes use of stereotypes and their associative potential. The present paper sets out to discover the surprising meaning and effects of iconic and symbolic devices in German ad for a TV-programs-magazine (2006). The article debates on the motif of otherness as reflected in the risky creative strategy with the help of a « white skin vs. black skin » - stereotypical opposition. The article presents an aspect of the author's research in the field of marketing communication and tackles issues of social manipulation and cultural competence within the foreign language seminar.

Keywords —

advertising communication · rhetoric strategies · stereotype · ethics
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Cite this article

Constantinescu, L.-D. (2010). Zur Frage der Andersheit in der Werbung. Die Geburt des Stereotyps aus der Schwarz-Weiss-Malerei. Dialogos, 21, 41–51.

Constantinescu, Lora-Dagmar. “Zur Frage der Andersheit in der Werbung. Die Geburt des Stereotyps aus der Schwarz-Weiss-Malerei.” Dialogos, vol. 21, 2010, pp. 41–51.

Constantinescu, Lora-Dagmar. 2010. “Zur Frage der Andersheit in der Werbung. Die Geburt des Stereotyps aus der Schwarz-Weiss-Malerei.” Dialogos 21: 41–51.

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  author  = {Constantinescu, Lora-Dagmar},
  title   = {Zur Frage der Andersheit in der Werbung. Die Geburt des Stereotyps aus der Schwarz-Weiss-Malerei},
  journal = {Dialogos},
  year    = {2010},
  volume  = {21},
  pages   = {41--51}
}
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