Abstract

Because ever-shifting sociohistorical contexts compel their construction, distribution, and interpretation, visual stereotypes (VSs) in ads may have multiple meanings and changing connotations, making them challenging to detect and minimize via government regulation. To meet this challenge, VSs in ads are posited as a societal problem needing societal scrutiny. Hence, a pluralistic three-stage approach is proposed for detecting, cataloging, and assessing VSs in ads to minimize harm to depicted societal groups and support fundamental ethical values. In Stage 1, advertising ethicists would create a catalog of VSs in ads. Stage 2 relies on an online public forum for spotting new and previously unspotted VSs in ads. In Stage 3, advertising scholars and practitioners would use the output from Stages 1 and 2 to detect VSs in current ads. Finally, challenges to implementing the proposed three-stage approach are discussed.

摘要

由于不断变化的社会历史背景迫使其构建、分布和解释，广告中的视觉刻板印象 (VS) 可能具有多种含义和不断变化的内涵，因此难以通过政府监管来检测和最小化它们。为了应对这一挑战，广告中的 VS 被视为需要社会审查的社会问题。因此，提出了一种多元的三阶段方法来检测、编目和评估广告中的 VS，以尽量减少对所描绘的社会群体的伤害并支持基本的道德价值观。在第一阶段，广告伦理学家将在广告中创建一个 VS 目录。第 2 阶段依靠在线公共论坛在广告中发现新的和以前未发现的 VS。在第 3 阶段，广告学者和从业者将使用第 1 阶段和第 2 阶段的输出来检测当前广告中的 VS。最后，