Advertising: the importance of stereotypes in advertising

Well, I’m very much convinced that you should never underestimate the importance of stereotypes in advertising.

First of all, a stereotype is something enduring and easily identifiable to a whole national group. When an Asian audience see Eiffel Tower in an ad, they instantly conjure up the romantic image of Paris at night.  And with that in mind, any product associated with French chic, say, cosmetics, perfume, and fashion, will become an easy sell.  As another example, the German Audi designers in white lab coats are obviously obsessed with perfection.  And so we can guarantee that any product we buy from them is going to be designed to perfection the moment we see this ad.

What’s more, stereotypes can make us feel good about our own value systems or customs.  An ad targeted at a British audience might pit a refined Londoner against a brash New Yorker and that’ll give the impression that the product we’re selling is obviously full of taste and discretion.  And in this way, stereotypes reinforce the positive qualities in the minds of the viewers. 

And lastly, stereotypes make good comedy because everybody wants to laugh at other countries and people who are different. A fictitious aboriginal tribe once served as the backdrop for a celebrated cell phone ad. The contrast between the modern and the primitive kept the audience in stitches.  And of course, if they’ve had a laugh, they’re more likely to remember the advert.

       So to sum up, stereotypes are useful to advertisers because they’re basically a shorthand. You’ve got thirty seconds to get your main selling point across.  And with a stereotype you can do that in two.