Zur Frage der Andersheit in der Werbung. Die Geburt des Stereotyps aus der Schwarz-Weiss-Malerei
On Otherness in Advertising. The Birth of Stereotypes out of the Black vs White Painting

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Summary/Abstract: In the dream-like world of consumerism all means are welcome whencreating visual-verbal «scenarios» of wishful thinking – especially whenbrand positioning is at stake, and this even in the more realistic domain ofmedia products.Despite general efforts to «save the face» for reasons of (only a certaindegree of!) political correctness, advertising communication fully makesuse of stereotypes and their associative potential. The present paper setsout to discover the surprising meaning and effects of iconic and symbolicdevices in German ad for a TV-programs-magazine (2006). The articledebates on the motif of otherness as reflected in the risky creative strategywith the help of a «white skin vs. black skin» - stereotypical opposition. Thearticle presents an aspect of the author’s research in the field of marketingcommunication and tackles issues of social manipulation and culturalcompetence within the foreign language seminar.

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