Stereotypes and Gender Theories

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Questions and Answers

What does the Match-Up Hypothesis suggest regarding models in advertising?

Any attractive model can represent any product.

Models should always be chosen based on their popularity.

Models' effectiveness is determined by their alignment with the product's purpose. (correct)

Models should have a significant social media following.

What is a potential effect of the thin-ideal portrayal in advertising?

Body dysmorphia and eating disorders. (correct)

Greater acceptance of body diversity.

Increased self-esteem among women.

Enhanced physical fitness and wellness.

Which type of portrayal involves showing people actively engaging with the product?

Alluring depictions.

Decorative portrayals.

Sexual depictions.

Active portrayals. (correct)

The concept of the Male Gaze refers to what aspect of women's representation?

Presenting women as objects of male desire. Signup and view all the answers

Which of the following is NOT a characteristic of overt sexual objectification in advertising?

Including the individual's head in the depiction. Signup and view all the answers

What is a significant concern regarding the transparency of AI decision-making?

Users cannot confirm if decisions are made fairly. Signup and view all the answers

Which of the following is a capability of Large Language Models?

Generating natural language and inferring context. Signup and view all the answers

What is a major ethical concern regarding data usage in AI?

AI often uses vast personal datasets without clear user consent. Signup and view all the answers

Which of the following represents a risk associated with algorithmic bias in AI?

Biases in AI can reinforce human stereotypes and discrimination. Signup and view all the answers

What is one of the environmental impacts of AI usage?

AI systems require immense amounts of power to function. Signup and view all the answers

What is one advantage of using stereotypes according to the content?

They allow consumers to respond quickly to situations. Signup and view all the answers

Which of the following is a disadvantage of stereotypes?

They can oversimplify and generalize personal attributes. Signup and view all the answers

What effect does the cultivation theory suggest media has on belief?

It increases the likelihood of believing media depiction as reality. Signup and view all the answers

How does the expectancy theory relate to media portrayals?

It indicates that portrayals influence societal expectations and behaviors. Signup and view all the answers

What does affect-transfer theory explain?

Positive emotions are linked from models to products viewed in advertisements. Signup and view all the answers

Why are stereotypes considered unethical in media?

They reinforce inaccurate generalizations and marginalization. Signup and view all the answers

Which concept describes that ads are more effective when models align with the product's purpose?

Role-Product Congruity Signup and view all the answers

What is a cognitive miser's behavior when processing information?

They simplify information and group attributes. Signup and view all the answers

What is one characteristic associated with hypermasculinity?

Aggression and dominance Signup and view all the answers

Which advertising strategy is criticized for not being authentic in relation to LGBTQ+ stakeholders?

Rainbow washing Signup and view all the answers

How does traditional portrayal of masculinity affect mental health?

It can lead to mental health issues. Signup and view all the answers

What is a technique used in '90s advertising to hint at sexual orientation without explicitly stating it?

Gay vague advertising Signup and view all the answers

Which principle emphasizes the importance of genuine actions over mere claims in engaging with LGBTQ+ stakeholders?

Prove it with action Signup and view all the answers

What stereotype is generally NOT associated with traditional views of masculinity?

Emotional expressiveness Signup and view all the answers

Why are children often considered vulnerable consumers?

They lack the ability to understand advertising intent. Signup and view all the answers

Which of the following is a typical male stereotype linked to hypermasculinity?

Sexually dominant behavior Signup and view all the answers

What was the main regulatory body that governed alcohol advertising in the United States along with the FTC?

BATF Signup and view all the answers

What was a significant change in the regulation of spirits advertising that occurred in 1996?

Spirits were allowed to be broadcasted on television Signup and view all the answers

Which factor contributes to the popularity of e-cigarettes among youth according to social influences?

Peer influence Signup and view all the answers

What was the effect of the Supreme Court's decision regarding sports betting in the US?

States could regulate sports betting independently Signup and view all the answers

What alarming trend has been noted regarding youth vaping in the US?

Youth vaping being declared an epidemic by FDA Signup and view all the answers

In the context of direct-to-consumer (DTC) drug advertising, which of the following is true?

Only legal in the US and New Zealand Signup and view all the answers

According to the regulations imposed by the Federal Alcohol Administration Act, which of the following is prohibited?

Portraying alcohol as therapeutic or curative Signup and view all the answers

What is one of the reasons why addiction might persist despite bans on certain products?

Bans rarely affect individuals who are already addicted Signup and view all the answers

At what age do children typically begin to understand the persuasive intent of advertising?

8-9 years Signup and view all the answers

What does the US Children's Television Act prohibit during children's programming?

Advertisements associated with the program Signup and view all the answers

Which country bans advertisements for fast-food in all programming?

Canada (Quebec) Signup and view all the answers

What age limitation applies to the advertising restrictions in Norway?

Any program targeted to kids under 15 Signup and view all the answers

How does Social Learning Theory explain children's behavior?

Children learn through observation, imitation, and modeling. Signup and view all the answers

Which type of ads are banned in Ireland during programming for children under 19?

High-fat foods with cartoons used as spokespeople Signup and view all the answers

What additional timeframe was established in the updated US Children's Television Act?

Starting at 6AM Signup and view all the answers

What is a major consequence of children developing brand loyalty?

Brand biases can persist into adulthood. Signup and view all the answers

Which country's advertising regulations ban the use of popular characters as spokespeople in ads aimed at children?

Australia Signup and view all the answers

Which of the following is NOT an aspect of Advertising Literacy?

Memorizing advertisements for recall Signup and view all the answers

Study Notes

Stereotypes & Gender

Stereotyping is a natural cognitive process, a categorization theory
Humans use stereotypes to simplify information and group things
Advantages of stereotypes: quick responses based on past experiences, simplify decision-making
Disadvantages of stereotypes: ignore individual differences, cause generalization, reinforce harmful biases
Cultivation theory (Gerbner 1990) explores long-term effects of media exposure, where more media exposure increases the belief that media portrayals reflect reality
Expectancy theory suggests media portrayals influence societal expectations, if negative stereotypes are present viewers may feel pressured to conform
Affect-transfer theory suggests that positive emotions associated with models are transferred to the product
Role-product congruity: models aligning with a product's purpose are more effective, reinforcing stereotypes (e.g., attractive models in beauty ads).

Match-Up Hypothesis

The effectiveness of a model depends on compatibility with the product's purpose
Attractive models are better for beauty than tech brands.

Humans evaluate self-worth by comparing themselves to others
Upward comparison (comparing to someone better) lowers self-perception
Downward comparison (comparing to someone worse) boosts self-esteem.

The Thin Ideal in Advertising

Women in media are often portrayed with unrealistic, thin bodies (typically 15% below average weight)
This can lead to body dysmorphia, anxiety, eating disorders, and low self-esteem.

Sexual Objectification

Overemphasizes sexual body parts, demeaning women and objectifying them
Active (interacting directly with the product) vs. Decorative (passive) portrayals in ads
Male Gaze refers to the objectification of women from a male perspective.

Advertising to Children

Children are vulnerable consumers due to cognitive ability and advertising literacy
Children under 8 don't fully understand persuasive intent in ads

Advertising Regulations for Children

The Federal Trade Commission (FTC) attempted child advertising regulations, but were unsuccessful
The Children's Television Act of 1990 limits commercial time

Controversial Products

Several categories of controversial products: rite-of-passage, sexually oriented, products promising excessive benefits, and products marketed by questionable companies
Concerns about tobacco and alcohol products because they are linked to risks and health issues.

Age Compression

Children are increasingly exposed to adult products and messages, accelerating their exposure to risk.

AI & Ethics

Deep Learning uses artificial networks to process data similarly to the human brain, used in tasks such as facial recognition and voice synthesis
European Union Al Regulations are more comprehensive than those in other countries.
There are concerns about black box algorithms, lack of transparency, algorithmic bias and use in areas such as misinformation, job replacement, and the lack of creativity. Issues with data protection in Al are also prevalent.

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Description

Explore the complex dynamics of stereotypes and gender through this quiz. Delve into cognitive processes, advantages and disadvantages of stereotyping, and various theories such as cultivation and expectancy theory. Understand how media influences societal expectations and individual behaviors.