Advertising as a way of forming and using stereotypical thinking

Stereotyping is an inseparable feature of human thinking. The purpose of this study is to explore the role that stereotypes play in an advertisement message. Using content analysis, questionnaires and data extrapolation, a number of images and stereotypes of typographic advertising were analysed, the nature of stereotypes, the features and significance of their use were revealed, and the parameters of stereotypes application efficiency were determined. The study pointed out the development and establishment of new forms of stereotypical thinking patterns in product advertisement, and later - the adoption of stereotypical behavioral patterns into life: usage of QR codes, new gender roles, etc. as an important outcome for successful communication.