Resumen

LEITE, Francisco. Communication and Cognition: the effects of counterintuitive advertising in beliefs and stereotypes. Ciênc. cogn. [online]. 2008, vol.13, n.1, pp. 131-141. ISSN 1806-5821.

Abstract This theoretical essay aims studying the conceptual notion of counterintuitive advertising by observing its effects on th. displacement of beliefs, stereotypes and social prejudices. Besides that, perceiving and reflecting how such effects reach the individual's cognitive map. In order to achieving this comprehension we will search for evidence in the crossing of theoretical lines of communication (effects) audience studies, of social and cognitive psychology about the stereotypes and the automatic and controlled processes for information processing.

Palabras clave : counterintuitive advertising; stereotype; prejudice; controlled and automatic processes..

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