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Understanding Advertising Stereotypes

and brand-related effects are affected by consumer attitudes toward the stereotyped or non-stereotyped social category, and by the cultural context of the portrayal. The findings indicate that advertisers have much to gain from adapting a more mindful approach to the portrayals featured in advertising. ISBN 978-91-7731-070-9 Doctoral Dissertation

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  Cultural, Towards, Attitudes, Attitudes towards

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