ADV 475 Exam 2 guide PDF

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Exam 2 study guide from ADV 475 with Professor Rhodes....

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ADV 475 Advertising and Society Exam 2 Study Guide Take Exam 2 between Friday, Dec. 10 at 8 am and Monday Dec. 13 at 8 pm The exam will be available from 8 am Dec 10 to 8 pm Dec 13. Once you start the exam, you will have 80 minutes to complete it. There will be 50 questions, all multiple choice. General Recommendations for studying for this exam 1) Review all the assigned readings, videos and lectures. The questions are formed based on the content in the lectures and readings 2) Use this study guide parallel to the readings and lectures. This study guide tries to cover all the important material but there might be terms we missed so review all the readings and lectures. ----

Module 4.1 Stereotype processing- stereotypes are processed automatically, used to convey complex information quickly, system 1 processing Cultivation Theory- images we see on TV are taken as representations of reality Repeated images on the same theme reinforce the concept Counter stereotypical portrayals Use of stereotypes Pantene ad- features women Traits for men and women- women are caring for others, communal Men are task focused, leaders, and agentic Valence effects Gender-role portrayals- women stay home and men go to work Intended and Unintended effects- constrain choices, create perceived harms, few role models, quick processing

Module 4.2 Buying power Melting pot- most ads only feature white models Population make-up

Spending power of different racial groups- less than 5% of ad budgets are marketed for targeting minority media, only exception is Hispanic TV Minority representation (issues, how different racial groups are represented, different media targeting)- blacks as servants, athletes, and entertainers, Asians as smart McDonalds ad Liminal portrayal- ethnic/racially diverse models often have characteristics of more than one ethnic group Marginalization Fetishization Pepsi Co ad reading- creating initiatives to lift up black communities and increase diversity at Pepsi Co following the BLM movement Product class Unintended and Intended effects- ads are tone deaf because the people who make them are mostly white, they use stereotyping to communicate quickly Creates invisibility, targets groups, false perception of diversity

Module 4.3 Arguments for Sex in advertising (Tom Reichert)- catches attention, relevant to promotion of product, cannot be sexist or target certain people Counter Arguments for Sex in advertising (Kathy Forde)- doesn’t always work, degrades women, body image, eating disorders Aspirin Ad (The issue, who was taking about it, etc.)- degrades women, promotes rape culture, won a bronze award, features “attractive females and models only” Objectification- presents women’s bodies as sexual objects Intended and Unintended effects- intended: increase attention, recall of brand Unintended: sexualize women, objectification, low self-esteem, reinforces rape culture Dismemberment ads- promote idea of women viewing their body in many different parts Rape myth acceptance Issues with sexual appeals discussed in the lecture

Module 5.1

Controversial product categories- right-of-passage products, sexually oriented products, pharmaceutical ads Rite of Passage- attracts youth by showing independence as they are entering adulthood Approaches to address concerns for controversial products- should be banned: effort to decrease use of product, protect youth, create stigma around products Shouldn’t be banned: freedom of speech, take mystique away from products, AAF- censorship is contagious Arguments and Counter arguments for Alcohol advertising Prototype willingness model- image of prototype of all drinkers, if it is positive, it increases the willingness of underage drinking Federal Alcohol Administration Act- ads must not claim use is therapeutic or curative Effect of price- price cannot be advertised as low price may encourage purchase Responsible Marketing Pact (what is it, issues, effects)- prevent minors from accessing ads online Effect of alcohol advertising- targeting youth in ads during football games, sports sponsors, or print ads, product placement, characters in ads (captain Morgan), awarding a drink at the end of a long day, ads usually present young successful models in these ads, not the main cause of teen drinking however, peer pressure is, Medical Express Article- the use of animals and party scenes were used in alcohol commercials during the 2017 super bowl, this goes against ad rules Article by Chamber and colleagues – children are exposed to alcohol ads 4-5 times a day, highlights needs to implement restrictions on alcohol ads

Module 5.2 Tobacco regulation- all TV ads banned in US, mandated health warnings, taxation on these products, restrictions based on age Characteristics of tobacco ads- less informative of product, Industry efforts to promote products- companies spend billions each year to market their products Master Settlement Agreement- banned the use of cartoon characters in ads, states received funding for tobacco prevention ads, banned billboard use, no sports arena ads, banned from marketing to people under the age of 18

Content analysis from lecture- ad bans have little to no effect on smoking, entertainment like movies continues to depict and sexualize smoking Article by Pierce and colleagues- tobacco smoking ads promotes smoking in adolescents Receptivity to Tobacco Advertising and Susceptibility to Tobacco Products- these are associated Ad themes- industry attack, health, second-hand smoke, quitting

Unintended and Intended effects

Module 5.3 Types of Health advertising- PSA’s, health insurance, health systems, reminder, product claims Health advertising before and after 1980s DTC advertising Expenditure- prescription spending has increased dramatically; downside is the medicalization of society as well as the cost of meds Regulatory climate FDA- controls all ads of OTC and prescription drugs, manufacturers are encouraged to submit all ads to the FDA prior to running them, but it is not required DTC- ensure adequate info is presented in a manner that is comprehensive to an average consumer and must comply with fair-based principle which calls for balanced presentation of the risks and benefits Concerns- are we creating a pro-medication culture? are we medicalizing normal behavior? Lipitor Ad Watch – video- starts with man saying he is doctor when he really isn’t, claims are out of context, untrue claims, celebrity ad (paid for acting and didn’t actually take the drug), DTC shows brand name drugs which are expensive Vyvanse reading- originally created as an anti-depressant and did not work in that way, then promoted as a treatment for ADHD, “prevents divorce”, also said it was created for the intent for it to not be abused but that was not true Pharma Spending on Drug Ads- article- spending has quadrupled over the last 20 years, misleading marketing has occurred more often, DTC and doctor ads increased,

How Americans got stuck with endless drug ads – video- drugs ads started appearing in print ads, TV ads had more restrictions from FDA, only major side effects needed to be spoken on TV and usually will lead consumer to the print ad or website for more information, medicalizing society, Main loophole for advertising- TV ads don’t need to list all the risks/benefits of taking the ads Unintended and Intended effects- intended: inform consumers of health care choices, create increased awareness of diseases Unintended: reminder for patients to take meds, misleading, interferes with doctor and patient relationship, demand for drugs, inappropriate use of drugs, incomplete information, influence on cost, distrust, unnecessary prescriptions

Module 6.1 Lecture discussion- we live in a rapidly changing environment, surge in internet, radio and newspapers are struggling to survive, the big 6 took over 90% of American made media, includes GE, Disney, Time Warner, News Corp, Viacom, and CBS Readings COPPA- protects kids from getting their information collected by the website Ubiquitious medium- reaching people with ads during their daily activities Issues with online advertising- native ads are sponsored content that blends into editorial content, ad blockers, paid subscriptions, collecting and selling user’s data (privacy) Ad spending- amount of money spent on ad campaigns Media Consolidation- The Big 6, less and less companies own shares of mass media Social media- viral ads, social discussions, influencers Outbound marketing- traditional ads, companies reaching out to consumers, google ads, display or banner ads, video ads Inbound marketing- search engine optimization (SEO)

Module 6.2 Lectures & Reading Diversity (benefits)- makes good business sense, diversity in the leadership of large companies predicts profitability and value creation

Locker room culture lecture- male homosocialbility: formal and informal communication, bonding, joking, panned and unplanned meetings or lunches, reaffirmation of friendships Male homosociability- creates culture in organizations of white, male, middle-class people, women are excluded Cadland article- they are not willing to fight gender equality, sexist comments in articles “The Women Before Me” article- only 4 women are in the advertising hall of fame over the past 32 years, there are not enough women in the industry “Women are making advertising …” article- women are “out of the circle”, women really have to work their way to the top, industry is conservative and male dominated, Racism in advertising lecture- mostly white people make up the ad industry, blacks compromise 3% of ANA member company CMO’s (Hispanics 5%) Digiday article on mixed messages coming from brands on race- BLM movement encouraged the need for change in the ad industry, start calling out racism and not being afraid to speak out Advertising Age article on efforts to support minority-owned media 3 videos in the advertising and society colloquium Who was presenting and what were their main points? What examples did they use?...