Abstract
Stereotypes are mental devices that help to save humans’ limited cognitive resources by reducing everyday complexity. Furthermore, they are activated fast and nearly automatically. In times of a huge amount of communication that leads to an information overload on the consumers’ side, stereotypes are a helpful advertising instrument to get consumers’ attention. The present paper focuses on the challenges of using stereotypes in advertising messages in an international context, following the idea of a company’s integrated communication strategy. Furthermore, a two-step procedure is proposed that examines possible adaptation strategies considering these circumstances.
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