Dealing with Stereotypes and Cross Media Challenges in Corporate Communication

Part of the Europäische Kulturen in der Wirtschaftskommunikation book series (EKW)


Stereotypes are mental devices that help to save humans’ limited cognitive resources by reducing everyday complexity. Furthermore, they are activated fast and nearly automatically. In times of a huge amount of communication that leads to an information overload on the consumers’ side, stereotypes are a helpful advertising instrument to get consumers’ attention. The present paper focuses on the challenges of using stereotypes in advertising messages in an international context, following the idea of a company’s integrated communication strategy. Furthermore, a two-step procedure is proposed that examines possible adaptation strategies considering these circumstances.


International Context Impression Formation Corporate Communication Corporate Brand Advertising Message 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  1. 1.AachenDeutschland
  2. 2.StuttgartDeutschland

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