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Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

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Poprawność polityczna w reklamie w przekroju międzynarodowym na przykładach


(Political Correctness in Advertising across Countries on Selected Examples)
DOI: 10.18276/miz.2017.47-25
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ISSN:2450-775X
eISSN:2353-2874
Authors: Aleksandra Kuźmińska-Haberla
Uniwersytet Ekonomiczny we Wrocławiu, Wydział Nauk Ekonomicznych
Keywords: political correctness advertising stereotypes
Issue / book publication date:2017
Page range:8 (273-280)
OAI-PMH:Metadata
Klasyfikacja JEL: M37 Z10
CC BY-SA Open Access
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Abstract

The aim of the paper is to present the importance of political correctness in the international perspective and to present its importance in advertising on the selected examples. The paper is based on the analysis of the available literature on advertising, political correctness and analysis of selected spots. The impact of political correctness on advertising depends on the degree of cultural, racial differentiation or tolerance level in a country. Its use, on the one hand, limits creativity, alleviates the emotion of advertising but on the other hand, not using it can exacerbate stereotypes and offend minorities. Advertisers should have political correctness in mind but it has to be balanced to make the spots creative and persuasive.

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