chapter  4
13 Pages

Stereotyping and advertising characters/mascots

ByFariba Esmaeilpour, Mitra Shabani Nashtaee

Stereotyping and prejudice may work through two distinct processes called controlled and automatic. Each prototype or stereotype distinguishes the average value of the attributes characteristic of that category and provides information for planning future interactions with the people of that category. In the advertising arena, children regularly confront programs and advertising that include overweight characters overeating in a happy context. Advertisers use cartoon characters or cartoon brand mascots to persuade child audiences. Cartoon characters, including promotional characters, are positively associated with children’s product recall and attitudes toward advertised products. Children’s experience of overweight promotional characters in marketing activities: a phenomenological study. Cartoon characters, including promotional characters, are positively associated with children’s product recall and attitudes toward advertised products. Cartoon characters that are increasingly prevalent in children’s and teens’ lives have an important influence on activating and accepting some stereotypes in children.