Political correctness is an attempt to establish tolerance and social norms to protect vulnerable groups. It intervenes in language and behaviour through a variety of techniques. Fearing (un)intentional offense, we thus use newly created politically correct expressions, which might lead to losing spontaneity in communication. Sensitive groups are increasingly aware of their rights. New technology has created a space where sensitive groups can point out potentially politically incorrect elements. The growing importance of political correctness in society has important implications for brands and advertising. Through creative strategies, ad creators are searching for ways to stand out in the clutter of advertising messages and create politically correct ad messages that build brand credibility. Being politically correct in advertising means being aware of the impact that language, images, words, music, etc. can have on different groups of people and striving to use inclusive and respectful elements that do not reinforce harmful stereotypes or prejudices. The fact that the understanding of political correctness is subjective is one of the biggest challenges for ad creators, which makes the creative process difficult. To create politically correct ads, they often self-censor or are restricted by their clients, depending on the sensitivity of the target groups.
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