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Stereotypes in storytelling – considerations and provocations

17 September, 2021 | 
Pureprofile 

Originally published: Stop Press, 9 September 2021

Stanley St’s Dan West and FCB’s Sue Kipling share their thoughts on stereotypes in storytelling, supported by research agency Pureprofile.
Stereotypes inherently exist as quick shortcuts – we use the way a person looks, the role that they play or their “functional” aspects to create a backstory that sets up a character and context quickly. And nowadays when you often only have 15 seconds, or as little as 6 seconds, to get a message across they have their appeal. But are stereotypes really as effective as we think they are? Or do they not only limit our advertising return on investment but also our potential as human beings?
We ran a first of its kind study in New Zealand with Pureprofile and a cohort of 308 men and women across New Zealand to find out.
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