Stereotypes and Gender Theories
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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?

<p>Presenting women as objects of male desire. (D)</p> Signup and view all the answers

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

<p>Including the individual's head in the depiction. (A)</p> Signup and view all the answers

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

<p>Users cannot confirm if decisions are made fairly. (B)</p> Signup and view all the answers

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

<p>Generating natural language and inferring context. (A)</p> Signup and view all the answers

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

<p>AI often uses vast personal datasets without clear user consent. (A)</p> Signup and view all the answers

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

<p>Biases in AI can reinforce human stereotypes and discrimination. (B)</p> Signup and view all the answers

What is one of the environmental impacts of AI usage?

<p>AI systems require immense amounts of power to function. (B)</p> Signup and view all the answers

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

<p>They allow consumers to respond quickly to situations. (A)</p> Signup and view all the answers

Which of the following is a disadvantage of stereotypes?

<p>They can oversimplify and generalize personal attributes. (D)</p> Signup and view all the answers

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

<p>It increases the likelihood of believing media depiction as reality. (C)</p> Signup and view all the answers

How does the expectancy theory relate to media portrayals?

<p>It indicates that portrayals influence societal expectations and behaviors. (D)</p> Signup and view all the answers

What does affect-transfer theory explain?

<p>Positive emotions are linked from models to products viewed in advertisements. (B)</p> Signup and view all the answers

Why are stereotypes considered unethical in media?

<p>They reinforce inaccurate generalizations and marginalization. (B)</p> Signup and view all the answers

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

<p>Role-Product Congruity (D)</p> Signup and view all the answers

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

<p>They simplify information and group attributes. (D)</p> Signup and view all the answers

What is one characteristic associated with hypermasculinity?

<p>Aggression and dominance (D)</p> Signup and view all the answers

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

<p>Rainbow washing (A)</p> Signup and view all the answers

How does traditional portrayal of masculinity affect mental health?

<p>It can lead to mental health issues. (B)</p> Signup and view all the answers

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

<p>Gay vague advertising (C)</p> Signup and view all the answers

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

<p>Prove it with action (D)</p> Signup and view all the answers

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

<p>Emotional expressiveness (B)</p> Signup and view all the answers

Why are children often considered vulnerable consumers?

<p>They lack the ability to understand advertising intent. (D)</p> Signup and view all the answers

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

<p>Sexually dominant behavior (A)</p> Signup and view all the answers

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

<p>BATF (A)</p> Signup and view all the answers

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

<p>Spirits were allowed to be broadcasted on television (D)</p> Signup and view all the answers

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

<p>Peer influence (D)</p> Signup and view all the answers

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

<p>States could regulate sports betting independently (C)</p> Signup and view all the answers

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

<p>Youth vaping being declared an epidemic by FDA (C)</p> Signup and view all the answers

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

<p>Only legal in the US and New Zealand (A)</p> Signup and view all the answers

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

<p>Portraying alcohol as therapeutic or curative (C)</p> Signup and view all the answers

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

<p>Bans rarely affect individuals who are already addicted (A)</p> Signup and view all the answers

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

<p>8-9 years (D)</p> Signup and view all the answers

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

<p>Advertisements associated with the program (C)</p> Signup and view all the answers

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

<p>Canada (Quebec) (C)</p> Signup and view all the answers

What age limitation applies to the advertising restrictions in Norway?

<p>Any program targeted to kids under 15 (A)</p> Signup and view all the answers

How does Social Learning Theory explain children's behavior?

<p>Children learn through observation, imitation, and modeling. (B)</p> Signup and view all the answers

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

<p>High-fat foods with cartoons used as spokespeople (C)</p> Signup and view all the answers

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

<p>Starting at 6AM (C)</p> Signup and view all the answers

What is a major consequence of children developing brand loyalty?

<p>Brand biases can persist into adulthood. (C)</p> Signup and view all the answers

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

<p>Australia (B)</p> Signup and view all the answers

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

<p>Memorizing advertisements for recall (A)</p> Signup and view all the answers

Flashcards

Match-Up Hypothesis

The effectiveness of a model in advertising depends on how well they fit the product.

Social Comparison Theory (upward/downward)

We compare ourselves to others to evaluate our worth. Upward comparisons (to better people) lower self-esteem; downward comparisons (to worse people) boost it.

Thin Ideal

Unrealistic, extremely thin body image often portrayed in media, generally about 15% below average weight.

Sexual Objectification (in ads)

Representing people, especially women, as objects for sexual viewing, often focusing on body parts rather than their personality.

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Male Gaze

Depicting women in advertising from a masculine perspective, often presenting them as objects of male desire.

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Stereotyping

A natural mental process of categorizing information by grouping similar attributes.

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Cognitive Misers

Humans conserve mental energy by simplifying information and using stereotypes.

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Stereotype Advantages

Fast responses to situations and simplified decision-making based on past experiences.

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Stereotype Disadvantages

Ignoring individual differences and overgeneralizing, leading to harmful biases.

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Unethical Stereotypes

Stereotypes that reinforce inaccurate generalizations and lead to discrimination and unrealistic expectations.

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Cultivation Theory (Gerbner)

Prolonged media exposure increases the belief that media representations reflect real life.

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Expectancy Theory

Media portrayals influence societal expectations and behavior of groups.

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Affect-Transfer Theory

Transferring positive feelings/emotions from idealized media models to products.

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Hypermasculinity

Adherence to traditional male stereotypes, emphasizing traits like aggression, dominance, and emotional suppression.

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Vulnerable Consumers (Children)

Children are considered especially susceptible to marketing influence due to limited cognitive abilities and decision-making skills.

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Rainbow Washing

Using the colors of the rainbow to promote products or services while not supporting LGBTQ+ rights or causes.

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Toxic Masculinity

Harmful cultural norms about men's behavior; often involves emphasizing aggression and emotional repression.

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Advertising to LGBTQ+ community

Marketing designed to reach a consumer group identifying as LGBT.

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Implicit advertising of Gay individuals

Advertising that avoids directly stating that a person is gay, and the message might be interpreted differently.

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Sexualized Depictions in Ads

Using sexually explicit content of women's bodies to promote products, often featuring nudity and provocative poses.

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Five Principles for LGBTQ+ Stakeholders

Guiding principles for companies wanting to work constructively with the LGBTQ+ community: truth, action, listening, future-planning, and character expression.

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Advertising Literacy

The ability to understand advertising, persuasive intent, and persuasive tactics/strategies.

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Children's Advertising Regulation (US)

Limited to 10.5 minutes of commercials per hour during weekdays and 12 minutes on weekends. Educational programming of 3+ hours/week enforced by the FCC. No ads related to the program during children's programming permitted.

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Social Learning Theory

Children learn by observing, imitating, and modeling behavior.

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Bobo Doll Experiment

Children imitated violent behaviors they saw in adults, even without a clear demonstration of the violence.

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Brand Loyalty (kids)

Children develop brand loyalty and biases that influence purchasing and behavior.

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Cognitive Ability (under 7)

Children under 7 struggle to distinguish between programming and advertising.

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Advertising Intent (kids)

Children under the age of 8-9 struggle to understand the persuasive purposes of advertising.

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US Children's Television Act (Update)

Expands the 7AM-10PM timeframe for regulated advertising to 6AM.

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Advertising Restrictions (Other Countries)

Various countries have specific regulations concerning advertising types, content, and specific products presented to children.

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Inappropriate Behaviors (Kids Copy)

Children may adopt inappropriate behaviors or trends from observing older individuals and models.

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What are the concerns of AI in the workplace?

AI systems lack transparency in their decision-making, potentially leading to unfair outcomes. Additionally, biased AI can unknowingly perpetuate discrimination and prejudice based on pre-existing biases in the training data.

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What are Large Language Models (LLMs)?

A powerful type of AI model trained on massive datasets, enabling them to understand and generate human-like text. They excel in tasks such as language translation, text summarization, and creative writing.

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Data Protection Concerns

AI systems rely heavily on personal data, which can be collected without explicit consent. This raises concerns about user privacy and the ethical implications of using vast amounts of personal information.

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AI's Environmental Impact

The immense computational power required by advanced AI systems has a significant environmental footprint, as it consumes large amounts of energy and generates substantial heat.

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Algorithmic Bias in AI

AI systems can inherit and amplify existing biases present in the data they are trained on, resulting in unfair outcomes and perpetuating harmful stereotypes.

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Alcohol Advertising Restrictions

Federal laws prohibit portraying alcohol as therapeutic, claiming it enhances athletic performance, or targeting underage consumers.

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E-Cigarette Epidemic

E-cigarette use has skyrocketed, with an alarming rise among youth, prompting the FDA to declare it an epidemic.

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Factors Influencing Controversial Product Consumption

Fear appeals, targeted advertising, peer influence, addiction, and direct-to-consumer marketing contribute to the consumption of controversial products.

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US Sports Betting Regulation

Sports betting was illegal nationwide until 2018, when the Supreme Court overturned a ban. Major sports leagues now support betting and advertising has exploded.

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Ozempic Controversy

The medication Ozempic, originally intended for diabetes, has gained popularity as a weight loss drug, raising ethical concerns.

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Direct-to-Consumer (DTC) Prescription Drug Advertising

DTC advertising for prescription drugs, legal only in the US and New Zealand, allows consumers to request specific medications without consulting a physician.

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FDA Regulation of Prescription Drug Advertisements

The FDA requires prescription drug ads to be truthful, balanced, and to clearly present both benefits and risks of the drug.

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What does FDA require from drug advertisements?

The FDA mandates that prescription drug advertisements must be truthful, not deceptive, present a balanced view of risks and benefits, and demonstrate the efficacy of drugs.

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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.

Social Comparison Theory

  • 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.

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