New TV program about advertising: ‘Stereotyping plays a major role in advertising’

Awareness

Anne Stokvis is one of the two advertisers who appears every week in the new TV program: “This week in advertising”. “I think it is good that consumers are becoming aware of the influence of advertising and the mechanisms behind it. But also because I think it is a great field to work in.” Many people often have a certain image of advertisements and the world around them. Yet Anne Stokvis believes that this image is incorrect. “I have a lot of journalistic friends and they think I’m selling my soul. But I hope in this way that people realize that there is also a lot of creativity involved.”

Stereotype

Stereotypes are everywhere in society, they also play a major role in advertising. “You need stereotyping in your brain to understand the world. With these stereotyping we feed our prejudices and this contributes to image formation. What I am committed to is that I think you are aware of this. You do not always have to to tell a story, but you can also do something in return.”

Social component

“Apart from “how do we sell things?” and “how do we play with your emotions”, because that is what we do as advertisers, it also has a social component.” Nowadays everyone is aware that young people and influencers offer products. Anne Stokvis says the following about this: “Young girls who promote skin care products or young people who no longer take the pill. You could deduce from this that the government is less campaigns on sex education, for example, and you could use advertising to bring about behavioral change.”