Abstract
Religion is becoming increasingly important in public discussions. In Western media, negative stereotypical depictions of the Islam and its members dominate. Muslims are often associated with low-paid jobs, violence and criminality, and women’s oppression (el-Aswad, 2013; Hoffmann, 2013). This discourages marketers to include Muslims in advertising since they do not want to alienate the non-Islamic majority. Only recently, due to the constantly growing number of Muslims around the world along with increased purchasing power, researchers and practitioners became interested in religions, especially the Islam
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Reference
Aaker, J.; Brumbaugh, A.; and S. Grier (2000), “Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes,” in: Journal of Consumer Psychology, Vol. 9 (3), 127–140.
Abraham, L. and O. Appiah (2006), “Framing News Stories: The Role of Visual Imagery in Priming Racial Stereotypes,” in: Howard Journal of Communications, Vol. 17 (3), 183-203.
Appiah, O. (2001), “Ethnic Identification on Adolescents’ Evaluations of Advertisements,” in: Journal of Advertising Research, Vol. 41 (5), 7–22.
Brumbaugh, A. and S. Grier (2006), “Insights from a ‘Failed’ Experiment: Directions for Pluralistic, Multiethnic Advertising Research,” in: Journal of Advertising, Vol. 35 (3), 35–47.
Bundeszentrale für politische Bildung (bpb) (2017), „Zahlen zu Asyl in Deutschland,“ [online], available at: https://www.bpb.de/politik/innenpolitik/flucht/218788/zahlen-zu-asyl-in-deutschland, [03.03.2017].
Dixon, T. (2006), “Psychological Reactions to Crime News Portrayals of Black Criminals: Understanding the Moderating Roles of Prior News Viewing and Stereotype Endorsement,” in: Communication Monographs, Vol. 73 (2), 162-187.
Eisend, M.; Plagemann, J. and J. Sollwedel (2014), “Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness,” in: Journal of Advertising, Vol. 43 (3), 256-73.
el-Aswad, e.-S. (2013), “Images of Muslims in Western Scholarship and Media after 9/11,” in: Digest of Middle East Studies, Vol. 22 (1), 39–56.
Gao, Z. and E. Scorpio (2014), “The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models,” in: International Journal of Economic Practices and Theories, Vol. 4 (2), 119-134.
Gerbner, G.; Gross, L.; Morgan, M. and N. Signorielli (1980), “The “Main-streaming” of America: Violence Profile No. 11,” in: Journal of Communication, Vol. 30 (3), 10–29.
Greenwald, A. and M. Banaji (1995), “Implicit Social Cognition: Attitudes, Self-Esteem, and Stereotypes,” in: Psychological Review, Vol. 102 (1), 4-27.
Grier, S. and R. Deshpandé (2001), “Social Dimensions of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion,” in: Journal of Marketing Research, Vol. 38 (2), 216-24.
Hilton, J. and W. Von Hippel (1996), “Stereotypes,” in: Annual Review of Psychology, Vol. 47 (1), 237-271.
Hoffmann, L. (2013), ““MUSLIME” IN DEN MEDIEN: Arbeiten am Image, Mediendienst Integration,“ [online], available at: https://mediendienst-integration.de/artikel/muslime-islam-bilder-klischees-stereotypen-anerkennung.html, [18.04.2016].
Johnson, G. and S. Grier (2012), ““What About the Intended Consequences?” Examining the Effects of Race-Stereotyped Portrayals on Advertising Effectiveness,” in: Journal of Advertising, Vol. 41 (3), 91–105.
Johnson, G.; Thomas, K. and S. Grier (2017), “When the Burger Becomes Halal: A Critical Discourse Analysis of Privilege and Marketplace Inclusion,” in: Consumption Markets & Culture, Vol. 20 (6), 497–522.
Lynch, J. and D. Schuler (1994), “The Matchup Effect of Spokesperson and Product Congruency: A Schema Theory Interpretation’,” in: Psychology & Marketing, Vol. 11 (5), 417-445.
McGuire, W. (1984), “Search for the Self: Going Beyond Self-esteem and the Reactive Self, in Personality and the Prediction of Behavior,” R. A. Zucker, Joel Aronoff and A. I. Rabin, eds., New York: Academic Press, 73-120.
Mitchell, A. and J. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?,” in: Journal of Marketing Research, Vol. 18 (August), 318-32.
Power, G.; Murphy, S. and M. Coover (1996), “Priming Prejudice How Stereotypes and Counter-Stereotypes Influence Attribution of Responsibility and Credibility among Ingroups and Outgroups,” in: Human Communication Research, Vol. 23 (1), 36–58.
Rößner, A.; Eisend, M. and M. Kämmerer (2016), “Ethnic Stereotyping in Advertising: The Moderating Effect of Humor on Minority and Majority Groups,” in: International Journal of Advertising, Vol. 36 (1), 190-205.
Roskos-Ewoldsen, D.; Roskos-Ewoldsen, B. and F. Carpentier (2002), “Media Priming: A Synthesis,” in Media Effects: Advances in Theory and Research, 2, Mahwah, NJ, US: Lawrence Erl-baum Associates Publishers, 97-120.
Salzman, M. (2007), “Marketing to Muslims,” in: Adweek, 15499553, 48, 18.
Schemer, C. (2012), “The Influence of News Media on Stereotypic Attitudes Toward Immigrants in a Political Campaign,” in: Journal of Communication, Vol. 62 (5), 739–757.
Taylor, C.; Lee, J. and B. Stern (1995), “Portrayals of African, Hispanic, and Asian Americans in Magazine Advertising,” in: The American Behavioral Scientist, Vol. 38 (4), 608-621.
Taylor, C. and B. Stern (1997) “Asian-Americans: Television Advertising and the “Model Minority” Stereotype,” in: Journal of Advertising, Vol. 26 (2), 47-61.
Whittler, T., and J. DiMeo (1991), “Viewers’ Reactions to Racial Cues in Advertising Stimuli,” in: Journal of Advertising Research, Vol. 31 (6), 37-46.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Rößner, A., Eisend, M. (2018). Advertising Effects of Religious Stereotypes: The Moderating Influence of Context News Valence. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_12
Download citation
DOI: https://doi.org/10.1007/978-3-658-22681-7_12
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-22680-0
Online ISBN: 978-3-658-22681-7
eBook Packages: Business and ManagementBusiness and Management (R0)