BEFREMDENDE FREMDHEITSBILDER IN DER WERBUNG
BEFREMDENDE FREMDHEITSBILDER IN DER WERBUNG

Summary/Abstract: Since today’s advertising is often viewed upon as a component of intercultural communication, the present paper aims at mapping potential conflict areas in this vast domain of perceiving and interpreting public messages. Two study cases briefly discuss stereotype-based representations and messages. The text-image-setting addresses “the inner person” of the receiver/advertising consumer via racial stereotypes (otherness, wildness) and biases: Africa and its people are basically wild, African people’s lifestyle and communication are basically primitive. Thus, arousing attention and awakening interest within advertising communication can sometimes lead to reaching “borders of decency”.

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