Exam 3 Advertising And Society

Front 1

5 characteristics of advertising

Back 1

a. Persuasive as a social institution
b. Repetitive
c. Professionally developed
d. Controlled media
e. Low involvement

Front 2

5 criticisms regarding advertising

Back 2

i. Appealing to our lower needs
ii. Encourage excessive materialism and extravagant consumption
iii. Promote consumption as a way of life
iv. Propagate or reinforce negative racial or sexual stereotype
v. Manipulate children and adolescents

Front 3

4 defenses regarding advertising

Back 3

i. Helping people to match their needs with products
ii. Observe the public mood
iii. Change their brand choices
iv. Attempts to gain a larger share of market

Front 4

3 middle ground regarding advertising

Back 4

i. Stimulate latent values
ii. Reinforce and accelerates cultural change
iii. Satisfy old needs in a new way

Front 5

3 main arguments regarding advertising

Back 5

i. Advertising simply draws out needs to create demand for particular products
ii. Advertising’s power to persuade is often overstated
iii. Advertising is used as a scapegoat

Front 6

desired

Back 6

what you actually want for yourself

Front 7

desirable

Back 7

what people generally think that the world ought to be; an ideal

Front 8

definition of social change theory

Back 8

the process by which alteration occurs in the structure or functioning of the social system

Front 9

two sources of social change

Back 9

top down and bottom up

Front 10

top down social change (3 aspects)

Back 10

1.Flows from leaders in society to the masses
2. Media influence us by what they tell
3. advertising is a cause as well as a consequence of change

Front 11

2 aspects of bottom up social change

Back 11

1. Effective social influence originates from the group to which we belong, rather than from the outside or from above.
2. More personal; influence us by what they tell and by control

Front 12

3 other aspects of social change theory

Back 12

→ Non-marketing factors seem to play a dominant role in social change
→ Advertising has a minor role as a socializing institution
→ For most people most advertising is low involvement

Front 13

what is the relationship between advertising and capitalism?

Back 13

Advertising→ a crucial component of the capitalist economy

Front 14

2 things that enable the creation of mass consumer goods

Back 14

i.Assembly lines
ii.Scientific management of the labor process

Front 15

in order to sell mass consumer goods...

Back 15

...consumers had to be produced

Front 16

3 things about advertising that people had to be convinced of according to Kellner

Back 16

i.Acceptable to purchase goods that they had previously produced themselves
ii.Ok to spend money and to ratify desires
iii.Had to convince individuals that consumption was acceptable to happiness and satisfaction

Front 17

what 2 aspects make advertising persuasive vs. informational?

Back 17

i. Advertising is image-based; creates associations between products and desired condition
ii. Persuasive, relying on emotional appeals

Front 18

Advertising model in TV commercials (3 steps)

Back 18

a.A problem is shown
b.The commodity is offered as a solution
c.Happiness is the outcome

Front 19

What aspect of TV, and separately of commercials, makes this advertising model possible?

Back 19

i.Television is a storytelling medium
ii.Commercials are brief narrative dramas (slice of life)

Front 20

3 levels of meaning in advertising

Back 20

surface meaning
advertiser's intended meaning
cultural/ideological meaning

Front 21

Define social learning theory. How is most human behavior learned?

Back 21

a. Emphasizes the importance of observing and modeling the behaviors, attitudes, and emotional reactions of others
b. observationally through modeling

Front 22

what are the 4 steps in the social learning theory process?

Back 22

i. Attention
ii. Retention
iii. Motor reproduction
iv. Motivation/ Self-reinforcement

Front 23

How can this social learning theory be used to defend/criticize advertising?

Back 23

defense/criticism: people learn by modeling people on tv commercials; dependent on the actions of people in commercials = the modeling people do.

Front 24

Where has the social learning theory most extensively been applied? What is the most common & pervasive example?

Back 24

Social learning theory has been applied extensively to the understanding of aggression and psychological disorders; TV commercials

Front 25

What are 2 instances/principles in social learning in which individuals are more likely to adopt the modeled behavior?

Back 25

i. Individuals are more likely to adopt a modeled behavior if it results in outcomes they value
ii. Individuals are more likely to adopt a modeled behavior if the model is similar to the observer and has admired status and the behavior had functional value

Front 26

What are the 6 stages of the family life cycle? Which model does this cycle fit under?

Back 26

i.Child/teenager
ii.Young single
iii.Young couple
iv.Full nest
v.Empty nest
vi.Widow (er)
- Family decision making model

Front 27

What are the 3 roles in family decision making

Back 27

a. Information gatherers/holders
b. Influencers
c. Decision maker

Front 28

What are the 3 types of reference groups? give examples for each.

Back 28

i. Inspirational reference group
Ex: Role models, spokes person, endorsers
ii. Associative reference group
Ex: Family members, peers, neighbors
iii. Dissociative reference group
Ex: People you don’t want to be associated with; don’t like

Front 29

What are the 5 degrees of influence of reference groups? give examples or explanations for each.

Back 29

i. Primary reference groups (family, friends)
ii. Secondary reference groups (coworkers, neighbors, teachers)
iii. Informational kind (sales person)
iv. Normative (for utilitarian reasons; Tells you what’s right and what’s not right)
v. Identification (the sake of belonging)

Front 30

Define consumer socialization

Back 30

a. The processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the market place

Front 31

3 steps in the consume socialization learning process. What other theory does this process stem from?

Back 31

1. Modeling
2. Reinforcement
3. Social interaction
- social learning theory

Front 32

6 step process for selective perception

Back 32

i. Information
ii. Selective Exposure
iii. Selective Attention
iv. Selective Perception
v. Selective Retention
vi. Action

Front 33

What 4 aspects influence a person's perception under the idea of selective perception?

Back 33

1. Related to interests
2. Consistent with attitudes
3. Congruent with beliefs
4. Supportive of his values

Front 34

Defend/criticize advertising using the selective perception method.

Back 34

This method heavily defends advertising because a person chooses what to tune into, remember, and take action on. These actions are usually reflective of already existent interests, attitudes, beliefs, and values.

Front 35

2 implications of advertising from the selective perception model

Back 35

i. Because there is an enormous amount of advertising around, it cannot all be perceived and retained.
ii. While we selectively choose the ad to perceive, we don’t respond to the ads the same way

Front 36

Defend/criticize advertising using group influences and reference groups

Back 36

This deals with word of mouth advertising. The individual has the choice to choose who to take advice/reference from when thinking about a purchase and this person can have a small/large influence on this person dependent on their relationship with the individual.

Front 37

Defend/criticize advertising using consumer socialization

Back 37

Similar to the social learning theory, the affect of advertising on an individual can be pos/neg dependent on the image or idea portrayed by the advertisement and if the individual chooses to model this behavior

Front 38

Defend/criticize advertising using the family decision making model.

Back 38

Defense for advertising because the individual is more influenced by the family and the roles each member takes. If the individual is not the decision maker, they may not even have influence over the final purchase decision.

Front 39

At what ages does advertising's persuasive intent imerge?

Back 39

8 years old

Front 40

3 other environmental aspects that affect children's exposure to advertisements.

Back 40

o family environment
o peer relationships
o television exposure

Front 41

What 3 things do 8 year olds become aware of about advertising?

Back 41

- see the persuasive intent of commercials
- recognize bias and deception in advertising
- see difference between truthful and untruthful ads

Front 42

Give Piaget's 4 stages in his theory of cognitive development. Also, give ages associated with each.

Back 42

sensorimotor (birth-2)
preoperational (2-7)
concrete operational (7-11)
formal operational (11+)

Front 43

What happens at Piaget's sensorimotor stage?

Back 43

Individual has just begun to develop cognitive skills

Front 44

What happens in Piaget's preoperational stage? Give an example.

Back 44

Focus on one stimuli at a time
• Ex: see TV commercial as different than regular TV

Front 45

What happens in Piaget's concrete operational stage? Give an example.

Back 45

Pay attention to multiple senses at the same time
• Ex: TV commercial content is different; see persuasive nature of advertising

Front 46

4 stages of information processing theory

Back 46

- Acquisition of information
- Encoding or deciphering
- Organization to fit into memory
- Retrieval of info from memory

Front 47

3 Stages of Roedder's information processing theory. Give ages for each.

Back 47

- Strategic processor (12+)
- Cued processors (7-11)
- Limited processors (under 7)

Front 48

5 stages of Selman’s framework of social perspective-taking. Give ages for each.

Back 48

- Ego-centric stage (3-6 yrs)
- Social-information role-taking stage (6-8 yrs)
- Self-reflective stage (8-10 yrs)
- Mutual role taking (10-12 yrs)
- Social and conventional system role taking (12-15+ yrs)

Front 49

What 3 external factors can guide knowledge development in children?

Back 49

1. Parental involvement
2. Direct experience with advertising and consumption
3. Interaction with friends and peers

Front 50

Defend/criticize advertising based on critical age (8 yrs) and their relationship with advertising.

Back 50

In a case of someone less than 8 years, this would be a criticism against advertisers because the individual does not understand the persuasive intent of the ad they are viewing and can be manipulated. However, after 8 years of age, advertisers can use this critical age as a defense because this child can be assumed to recognize the persuasive nature of the ad and not be manipulated.

Front 51

Defend/criticize advertising based on Piaget's theory of cognitive development.

Back 51

Both, dependent on the age of the child (under or over 7, in Piaget's case) and how they respond to advertising content based on his model.

Front 52

Defend/criticize advertising based on Roedder's Information processing theory.

Back 52

the information process restricts younger viewers from understanding, and maintaining, and retracting information from their memory. Roedder believes 12+ yrs is required for an indivdiual to be a strategic processor and fully process the commercial through all 4 stages of information processing

Front 53

Defend/criticize advertising based on Selman's framework of social perspective-taking.

Back 53

Selman believes a child can recognize persuasive intent of ads around the age of 10-12 or in the self-reflective stage. Defense if the child is in or past this stage/Criticism if the child is younger and can be manipulated by the content.

Front 54

Webster's definition of stereotypes

Back 54

“An idea that many people have about a thing or group that may often be untrue or only partly true”

Front 55

What are some general aspects of stereotypes given by Morimoto?

Back 55

simplified, inaccurate, and standardized; idealize or demean the group
- generalization, universally held, reinforce societal attitudes about groups of people

Front 56

Define the psychological approach of stereotyping as categorization. Also, give 2 aspects of this approach.

Back 56

Fundamental of the process of stereotyping CATEGORIZATION
i. People stereotype a person as a member of a group
ii. More or less inaccurate generalize about social groups

Front 57

Define "picture in our head stereotypes". What do they do to help individuals? Is this a pos/neg thing for advertising?

Back 57

Stereotypes used to SIMPLIFY perception and cognition
i. Makes it easier for us to process information
ii. positive thing for advertising

Front 58

3 aspects of the mass communications approach

Back 58

c. Media repeatedly present portrayals of various groups of people
d. Such portrayals are similar and negative
e. These portrayals provide construction of meaning for the audience particularly for those who have only limited contact with actual members of the relevant groups.

Front 59

What are the 2 affects of stereotypes?

Back 59

Cultivation and Expectancy

Front 60

Explain the cultivation theory. Also, define Mainstreaming.

Back 60

a. Mediated reality can influence beliefs and conduct
b. MAINSTREAMING--the thoughts of the majority being constant and the only thoughts shown in ads

Front 61

Explain the expectancy theory.

Back 61

Minorities are likely to behave in conformance to expectations established by stereotypes

Front 62

examples of gender stereotypes

Back 62

sexual, beauty, role portrayals

Front 63

What are the two aspects of the congruency affect? Explain each.

Back 63

1. Congruency Theory
-Attitude changes, or evaluation changes are likely to take place when they are congruent with the existing frame of reference; a match between what we know and what we see
2. Role-Product Congruity
-Ad effectiveness can be increased when appropriate models are used

Front 64

Ethnic Minorities and Stereotypes: Intended Effects
--Explain 2 aspects of the Distinctiveness Theory.

Back 64

a. Members of ethnic minority groups are likely to be more aware of their ethnicity compared with members of the majority group because of the distinctive traits which tend to be more central to their self-concept
b. Ethnic cues in advertising contexts positive affect the evaluations of ethnic minority groups

Front 65

Ethnic Minorities and Stereotypes: Intended Effects
--Explain 2 aspects of Ethnic Identification.

Back 65

a. identification occurs when an individual adopts a behavior of another individual or group because the adopted behavior is associated with an acceptable and satisfactory self-image
b. An individual may accept the influence of another person, such as an endorser in an ad, if they find the other person relevant and similar to themselves.

Front 66

Give the 4 unintended effects of ethnic stereotypes. What theory do these fall under?

Back 66

- marginalization
- false perception of diversity
- cultivation
- expectancy

Congruency Theory