Podcast
Questions and Answers
What does the Match-Up Hypothesis suggest about the effectiveness of models in advertising?
What does the Match-Up Hypothesis suggest about the effectiveness of models in advertising?
What effect do upward comparisons have on an individual's self-perception according to social comparison theory?
What effect do upward comparisons have on an individual's self-perception according to social comparison theory?
What is one of the main effects of the thin-ideal portrayal of women in media?
What is one of the main effects of the thin-ideal portrayal of women in media?
What is one characteristic of sexual objectification in advertising?
What is one characteristic of sexual objectification in advertising?
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How does the Male Gaze influence the portrayal of women in advertisements?
How does the Male Gaze influence the portrayal of women in advertisements?
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What is one advantage of using stereotypes?
What is one advantage of using stereotypes?
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Which theory suggests that media portrayals influence societal expectations?
Which theory suggests that media portrayals influence societal expectations?
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What is a primary disadvantage of stereotypes?
What is a primary disadvantage of stereotypes?
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Which of the following best describes 'Cognitive Misers'?
Which of the following best describes 'Cognitive Misers'?
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Cultivation Theory demonstrates the link between time spent on media and what perceived outcome?
Cultivation Theory demonstrates the link between time spent on media and what perceived outcome?
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Which statement about stereotypes is considered unethical?
Which statement about stereotypes is considered unethical?
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What does Affect-Transfer Theory primarily focus on?
What does Affect-Transfer Theory primarily focus on?
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Role-Product Congruity emphasizes which aspect of advertising?
Role-Product Congruity emphasizes which aspect of advertising?
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What significant action was mandated by the Master Settlement Agreement (MSA) of 1998?
What significant action was mandated by the Master Settlement Agreement (MSA) of 1998?
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Which requirement was established by the Family Smoking Prevention & Tobacco Control Act of 2009?
Which requirement was established by the Family Smoking Prevention & Tobacco Control Act of 2009?
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How many new cigarette health warnings were established by the FDA in March 2020?
How many new cigarette health warnings were established by the FDA in March 2020?
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What was the outcome of the FDA being sued by public health groups in 2016?
What was the outcome of the FDA being sued by public health groups in 2016?
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Why were the new graphic warning labels from the FDA initially set to be effective in June 2021 postponed until October 2023?
Why were the new graphic warning labels from the FDA initially set to be effective in June 2021 postponed until October 2023?
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Fear appeals are most effective under what circumstance according to the information?
Fear appeals are most effective under what circumstance according to the information?
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What aspect of tobacco regulations is preserved by the Family Smoking Prevention & Tobacco Control Act?
What aspect of tobacco regulations is preserved by the Family Smoking Prevention & Tobacco Control Act?
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Which of the following statements regarding tobacco marketing is incorrect?
Which of the following statements regarding tobacco marketing is incorrect?
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What is a key concern regarding the lack of transparency in AI tools?
What is a key concern regarding the lack of transparency in AI tools?
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Which of the following is a capability of Large Language Models?
Which of the following is a capability of Large Language Models?
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What is one significant risk mentioned regarding users' data in AI systems?
What is one significant risk mentioned regarding users' data in AI systems?
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Which concern regarding AI primarily addresses its effect on the workforce?
Which concern regarding AI primarily addresses its effect on the workforce?
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How does AI potentially contribute to algorithmic bias?
How does AI potentially contribute to algorithmic bias?
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At what age do children typically begin to understand the persuasive intent of advertisements?
At what age do children typically begin to understand the persuasive intent of advertisements?
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Which act limits the amount of commercial time during children's programming in the US?
Which act limits the amount of commercial time during children's programming in the US?
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Which country bans the use of celebrities and popular characters in advertisements directed towards children?
Which country bans the use of celebrities and popular characters in advertisements directed towards children?
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Which of the following is true regarding advertising regulations for children in the US compared to other countries?
Which of the following is true regarding advertising regulations for children in the US compared to other countries?
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What is a prominent concern regarding social learning theory as it applies to children?
What is a prominent concern regarding social learning theory as it applies to children?
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Which of the following statements about the updated US Children's Television Act is correct?
Which of the following statements about the updated US Children's Television Act is correct?
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Which country bans fast-food advertising during children's programming?
Which country bans fast-food advertising during children's programming?
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What impact does social learning theory suggest that advertisements can have on children?
What impact does social learning theory suggest that advertisements can have on children?
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What type of advertising is restricted during children's programming in Germany?
What type of advertising is restricted during children's programming in Germany?
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What is prohibited under the Federal Alcohol Administration Act regarding alcohol advertising?
What is prohibited under the Federal Alcohol Administration Act regarding alcohol advertising?
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What is a characteristic of advertising literacy in children under the age of 7?
What is a characteristic of advertising literacy in children under the age of 7?
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Which group has declared youth vaping an epidemic?
Which group has declared youth vaping an epidemic?
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What was a major change regarding sports betting in the US after 2018?
What was a major change regarding sports betting in the US after 2018?
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What factor plays a significant role in the consumption of e-cigarettes among youth?
What factor plays a significant role in the consumption of e-cigarettes among youth?
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What does the FDA require in prescription drug advertisements?
What does the FDA require in prescription drug advertisements?
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What was the status of spirits advertising on television until 1996?
What was the status of spirits advertising on television until 1996?
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What type of advertising is only legal in the US and New Zealand?
What type of advertising is only legal in the US and New Zealand?
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Which population is particularly targeted by sportsbooks in advertising for gambling?
Which population is particularly targeted by sportsbooks in advertising for gambling?
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Study Notes
Stereotypes & Gender
- Stereotyping is a natural cognitive process, a categorization theory used to process information and organize the world
- Cognitive Misers: Humans use stereotypes to save mental energy, they simplify information and attribute characteristics to groups
- Stereotypes can be advantageous by simplifying decision making and allowing quick responses based on past experiences
- Disadvantages include ignoring individual differences and potentially generalizing or marginalizing people
- Stereotypes can reinforce inaccurate generalizations, perpetuating discrimination and prejudice in media.
Cultivation Theory (Gerbner 1990)
- Prolonged media consumption influences perceptions of reality. More media exposure increases the belief that media portrayals reflect real-world situations.
- Ex. Studies on TV viewing and women's body image perceptions in Fiji showed a correlation between increased Western TV viewing and negative feelings about physical appearance.
Expectancy Theory
- Media portrays influence societal expectations and norms.
- If media stereotypes people, viewers from that group may feel compelled to act in a similar way.
- Ex. Media portrayals of men as unemotional can discourage help-seeking behaviors for mental health concerns.
Affect-Transfer Theory
- Consumers transfer positive emotions from models to products.
- Positive emotions, created by idealized media images, are associated with the product.
- Ex. Models associating happiness with a product creates an association in the consumer's mind.
Role-Product Congruity
- Effective advertising occurs when models align with the product.
- Models are more effective when they're attractive and are ideal for the product, reinforcing existing stereotypes (Ex. Beauty).
Match-Up Hypothesis
- The success of a model in an advertisement depends on the compatibility between the model and the product.
- Attractive models may be suitable for beauty brands but not essential for tech brands.
Social Comparison Theory
- Humans naturally compare themselves with others to evaluate self-worth.
- Upward comparisons involve comparing oneself to someone better, leading to lower perceived self-worth
- Downward comparisons involve comparing oneself to someone worse, leading to increased self-worth
The Thin Ideal in Advertising
- Women in media often have unrealistic, thin bodies.
- This can lead to body dysmorphia, anxiety, and eating disorders
- The pursuit of thin ideals often drive cosmetic procedures and an increased desire to lose weight.
Sexual Objectification
- Emphasizing sexual body parts in advertising is a common issue
- Demeaning or dehumanizing portrayals are harmful to women.
Advertising to Children
- Children are vulnerable consumers because they don't fully understand advertising and persuasion tactics.
- This makes them susceptible to advertising influence and marketing efforts. Many countries regulate ads towards children.
Controversial Products
- Classified into four categories: Rite-of-Passage products (independence/adulthood), Sexually oriented products, products with excessive promises, or products from companies with questionable policies.
Tobacco & Alcohol
- Often grouped together due to similar risks of abuse and restrictions on purchasing.
- Highly taxed to discourage use.
- Advertising regulations govern tobacco advertising and marketing aimed at children.
US Children's Television Act (1990)
- Regulates advertising directed towards children, and limits the advertisement time during children's programing
Social Learning Theory (Bandura)
- Children learn behaviors by observing and imitating others.
- Media images can influence children to model behaviors portrayed in ads and popular media.
- Ex. Media portrayals of aggressive or violent actions can be imitated by children.
Al and Ethics
- Deep Learning: AI uses networks like human brains to identify patterns
- AI can produce deepfakes (similar images), make language and process voice, and drive autonomously
- Black Box Effect: AI systems process data without humans understanding the reasoning.
- Large Language Models: AI systems trained on massive datasets to respond in natural language. These models can exhibit bias.
- Data Protection: Safeguarding from AI misuse of personal information is crucial.
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Description
This quiz explores the concepts of stereotypes and gender, focusing on their cognitive underpinnings and implications in media. It examines how prolonged media exposure shapes perceptions of reality and contributes to issues like body image and discrimination. Test your understanding of these critical theories and their societal impacts.