ADV/PR 353 Exam 2 Study Guide FA24 PDF

Thursday, December 5, 2024 ADV/PR 353 Exam 2 Study Guide Stereotypes & Gender Stereotyping ○ A natural cognitive process ○ A categorization theory ○ Ways for us to integrate information as we encounter it, how we group things Cogn...

Thursday, December 5, 2024 ADV/PR 353 Exam 2 Study Guide Stereotypes & Gender Stereotyping ○ A natural cognitive process ○ A categorization theory ○ Ways for us to integrate information as we encounter it, how we group things Cognitive Misers: Humans conserve mental energy by simplifying information, grouping attributes, and using stereotypes to process the world around us Advantages stereotypes: ○ Allows consumers to respond quickly to situations based on past experiences ○ Simplifies decision-making Disadvantages of stereotypes ○ Ignores individual differences ○ Can cause us to oversupply and generalize people ○ Can reinforce harmful biases Stereotypes considered unethical: ○ Reinforce inaccurate generalizations, marginalizing people ○ Perpetuate discrimination, exclusion, and unrealistic expectations in media ○ Distort reality - self-esteem issues, body image distortions, societal comparison Understand these theories and how they relate to stereotypes: ○ Cultivation theory (Gerbner 1990) Long-term effects of social media More time spent on media increases likelihood of believing that’s reality Ex. Sociologist Howard Becker (1998) study on the effect of TV on young women in Fiji - The more they watched Western TV (with idealized imagery), the more negative they felt about their physical appearance ○ Expectancy theory Media portrayals influence societal expectations and norms If media stereotypes people, viewers from that group will feel obligated to act that way too Ex. Men adhering to unemotional stereotypes avoiding help for mental health issues ○ Affect-transfer theory Transferring positive emotions from the model to the product Consumers feel positive when exposed to idealized images of “perfection” Ex. Seeing a happy, thin model in an ad makes consumers associates the product with happiness ○ Role-Product Congruity Ads are more effective when models align with the product’s purpose Ex. Attractive models are ideal for beauty products, reinforcing stereotypes  ○ Match-Up Hypothesis The effectiveness of a model depends on their compatibility with the product’s purpose Ex. Attractive models are better for beauty brands than for tech brands ○ Social comparison theory – upward and downward comparisons Human innately compare themselves to others to evaluate self-worth We compare by traits: intelligence, physical appearance, athleticism, etc. Upward comparisons: comparing to someone better off than us, leads to lowered self-perception (lower self-esteem) Downward comparisons: comparing to someone worse off than us, boosting our self-esteem The thin-ideal in advertising ○ Women portrayed in media have unrealistic, thin bodies - typically 15% below the average weight ○ Effects: Leads to body dysmorphia, anxiety, eating disorders, low self-perception Drives cosmetic surgery and the desire to lose weight Regulations of the thin-ideal in other countries Dr. Pounders study of plus-size models Sexual objectification: emphasizing sexual body parts, not including a head on a body ○ Overt (plain, obvious) sexual depiction ○ Demeaning and dehumanizing for women ○ Ex. Fragrance ads Active portrayals: show people in ads interacting directly with the product Decorative portrayals: show people in ads as passive/disengaged ○ Alluring depiction - attractive, tempting images ○ Sexual depiction - focus on sexual body parts Male Gaze: depicting women from a masculine point of view, objects of male desire ○ Positions women in passive, sexualized, objectified roles ○ Examples: Carl’s Jr. using sexualized depictions of women eating burgers in provocative ways Tom Ford fragrance portraying women’s bodies in overtly sexualized ways, focusing on body parts and nudity to sell the product SKYY Vodka using women in provocative poses, with camera angles emphasizing their bodies over their faces Calvin Klein suggesting themes of dominance and submission, one women appearing to be gang r*ped Typical male stereotypes ○ Hypermasculine - strong, aggressive, tough ○ Breadwinner - primary financial providers  ○ Protector - strong, courageous ○ Unemotional - suppress emotions, “real men don’t cry” ○ Alpha - dominant, assertive, competitive ○ Sexually dominant - high sex drive Hypermasculinity: adherence to traditional male stereotypes, emphasizing traits such as aggression, dominance, emotional suppression, sexual power ○ Belief that men must be physically strong, tough, in control ○ Results in mental health issues, relationship struggles, toxic masculinity, gender inequality Gay vague/implicit advertising ○ Ads avoided explicitly saying someone was gay ○ Multiple interpretations depending on how you interpreted the ads, could be seen as “just friends” ○ Common in the ‘90s 5 Principles for Getting it Right with LGBTQ+ Stakeholders 1. Tell the truth - don’t create rainbow campaigns “Rainbow Washing” 2. Prove it with action - donate to LGBTQ+ orgs if you say you’re going to 3. Listen to your stakeholders - cater to your LGBTQ+ consumer/employee needs 4. Manage for tomorrow - be the change that the future needs 5. Realize an enterprise’s true character is expressed by its people - be in tune with the public, stay woke Advertising to Children Why are children considered to be vulnerable consumers? ○ Cognitive Ability: most children under 7 can’t distinguish between programming and advertising ○ Advertising Literacy: the ability to understand advertising, persuasive intent, and persuasive tactics/strategies Kids don’t understand ads and their persuasive intent to influence behavior until age 8-9 Advertising regulations for children ○ FTC Attempt (1980’s) FTC tried to put federal regulations in place for advertising towards children, but they were denied Compared to other countries, the US is not regulated at all ○ US Children’s Television Act (1990) Limits commercials to 10.5 mins/hr on weekday, 12 mins/hr on weekends TV stations licensed by the FCC must provide 3+ hrs/wk of educational programming Prohibited to air advertisements during children’s programming that are associated with the program  ○ US Children’s Television Act UPDATED (1990) Expands the 7AM-10PM timeframe to start at 6AM Allows stations to air up to 13 hrs per quarter of weekly programming on a multicast stream Regulation of advertising to children in US vs other countries Country Type of Product of Message Banned Time Restrictions Australia Ads directed to kids cannot use popular characters and All children’s programming celebrities as spokespeople Belgium Toys that resemble weapons All programming Canada Fast-food advertising All programming (Quebec) Germany Ads that make a “direct offer” to children All programming Greece Toys From 7:00 AM to 10:00 PM Ireland High-fat foods banned: Celebrities, sports stars, cartoon All programming to kids characters cannot be used as spokespeople under 19 Italy All advertisements Cartoons Luxembourg All advertisements All children’s programming Norway All advertisements Any program targeted to kids under 15 Sweden All advertisements Any program targeted to kids under 15 Taiwan Fast-food advertising Children’s programming United Junk food advertising Any program targeted to Kingdom kids 16 Social Learning Theory (Albert Bandura Bobo Dolls Experiment - 1961) ○ Children learn through observing, imitating, and modeling behavior ○ Children imitated violent behaviors they observed ○ Even though guns weren’t modeled, children were more attracted to using guns to engage in violent behaviors when playing ○ Tied to mimicking other behaviors of older adolescents/adults ○ Problematic if kids adopt inappropriate behaviors - makeup (Sephora Kids), clothing styles (dressing older than they are), drugs ○ Hook Em: children develop brand loyalty and biases that carry over into their adult lives and are difficult to change Ex. Children watching football growing up will see many beer ads, so they’re more inclined to try beer when they’re of age  ○ Age compression: children have an innate desire to act/look older Practice of targeting teen and adult products/messages to younger children Sexualized products, alcohol, vaping, physical appearance (thin ideal, Bigorexia) Children imitate these behaviors (social learning theory) Increasing with social media, Sephora Kids JAMA study 2019 ○ Rise of technology has increased children’s exposure to advertising (TV, YouTube, social media) ○ Children are more likely to be influenced by ads, most vulnerable to long term harm ○ Risks: linked to anxiety, depression, sleep issues Controversial Products Controversial Products: 4 Broad Categories 1. Rite-of-Passage Products - Product use exudes independence & adulthood 2. Sexually-oriented products - Sub-segment of Rite-of-Passage 3. Products that make blatantly excessive promises 4. Products produced by companies with questionable policies Tobacco & Alcohol ○ Grouped together because... Restrictions on who can buy BOTH products Risks with abusing BOTH products BOTH highly taxed by the government Tobacco Ad Regulations ○ Master Settlement Agreement (MSA), 1998 States received funding for tobacco prevention & control Required to take down all billboard advertising, including in sports arenas Couldn’t use cartoon characters in ads Couldn’t market/promote tobacco products to people under 18 Original Graphic Cigarette Warning Labels: Family Smoking Prevention & Tobacco Control Act, 2009 (AKA Tobacco Control Act - TCA) Gave strong and clear mandate to manufacture structure Restricts tobacco marketing/sales to youth Requires smokeless tobacco product warning labels Regulates standard of terms such as “mild” and “light” (“modified risk”) Requires disclosure of ingredients in tobacco products Preserves state, local, and tribal authority FDA mandate to create 9 graphic cigarette labels, no changes since 1984 - In 2011, the FDA presented the 9 graphic warning labels  - Tobacco companies sued FDA over violation of commercial free speech (1st Amendment) - “Crafted to evoke a strong emotional response” rather than to educate or warn consumers New Graphic Cigarette Warning Labels ○ FDA sued by public health groups in 2016 for “unreasonable delay” ○ March 2020: FDA finalized the “required Warnings for Cigarette Packages and Advertisements” rule Established 11 new cigarette health warnings Initially effective June 2021, but postponed until October 2023 ○ Warnings have not been updated since 1984 ○ Textual warning statements accompanied by color graphic in the form of concordant photorealistic images, depicting the negative health consequences of cigarettes ○ December 2022: US District Court vacated rule ○ March 2024: reversed ruling ○ May 2024: court’s mandated issues/approved Included a 15 month delayed effective date Fear Appeals: present a risk, vulnerability to the risk, then suggest a recommended form of action ○ Too much fear can be ineffective ○ Effective if an individual has high self-efficacy (thinks something bad isn’t likely to happen to them, ex. thinking they’ll be fine if they text and drive even if others wouldn't be) Alcohol Advertising ○ Regulated by the FTC and BATF (Bureau of Alcohol, Tobacco, Firearms and Explosives) ○ Federal Alcohol Administration Act Prohibits: Portraying alcohol as therapeutic/curative Stating that alcohol improves athletic ability Using content and placement directed to underaged consumers Spirits (liquor) regulation on TV advertising ○ Until 1996, Spirits weren’t broadcasted, many countries still ban Spirit ads ○ Alcohol consumption banned in some countries ○ US is incredibly lenient with alcohol/tobacco ads compared to other countries E-Cigarettes: An Epidemic ○ 1 in 20 Americans vape, e-cig use has increased by 1,800% ○ Youth vaping declared an epidemic by FDA ○ Over 20 million middle school, high school, and college students vape  Factors playing a role in consumption of controversial products (other than bans) Fear Appeals - graphic warnings used to create fear Ad Placement - ads target specific demographics likely to get addicted Social norms - e-cigarettes popular bc of peer influence Addiction - bans unlikely to make people quite who are already addicted DTC advertising - prescription drugs are easier to access, despite the high costs FDA - slow to review drug advertisements and stop harmful ads from airing US Sports Betting & Advertising ○ Before 2018, sports betting was banned everyone in US except Nevada ○ US Supreme Court overturned the Protection and Amateur Sports Protection Act ○ Major sports leagues (NFL, NBA, etc.) advocate for sports betting ○ Sportsbooks dumping millions of $$ into advertising ○ Targeting vulnerable population, highly addictive Undrage consumers Consumers with gambling problems ○ FTC regulates deceptive advertising, but aren’t focused on gambling ads Ozempic drug controversy: increased use of Ozempic for weight loss instead of diabetes Direct-to-consumer (DTC) prescription drug advertising ○ Only legal in the US and New Zealand Prescription Drug Ads: regulated by the FDA Kefauver-Harris Drug Amendment 1. Drugs must be proven safe & effective, not deceptive 2. Present fair balance of the risks & benefits 3. Contain facts significant to understand the product’s advertised uses 4. Include a brief summary - provides all info about the product’s label for side effects FDA review process for prescription drug advertising ○ Drug companies can submit to FDA, but not mandatory ○ FDA is slow to review ○ FDA monitors creative executions once they air Direct-to-Consumer Drug Advertising Benefits Criticisms Patient education Advertising is for profit, not for improving Reducing under-treatment of conditions public health Improved compliance with treatments Damages provider-patient communication Improved provider-patient communication Misleads patient with unbalance information Increased drug costs AI and Ethics Deep Learning: type of AI that uses artificial networks to process data in ways that resemble the human brain ○ Recognizes patterns in large datasets and sequences ○ Enables tasks like facial recognition, language processing, and creating deepfakes ○ Used in AI models for image recognition, voice synthesis, autonomous driving, etc. European Union regulations of AI vs other countries: ○ EU has more comprehensive AI regulations to date Strict and detailed regulations to govern use of AI Focus on transparency, safety, accountability, protection of human rights ○ US and other countries are less restrictive, more flexible with AI Prioritize encouraging innovation and fostering technological growth, supports the rapid evolution of AI Black Box Effect: AI systems whose internal working are a mystery to its users ○ Users can see system’s inputs (ex. resumes fed into a model) and outputs (candidate rankings), but can’t see what happens within the AI tool to product the outputs ○ Concerns: Lack of transparency - users can’t verify if decisions are made fairly Algorithmic bias - if the AI system is flawed, discrimination/bias can occur Large Language Models: category of foundation models trained on immense amounts of data, making them capable of and other content to perform wide range of tasks ○ Capabilities - understanding & generating natural language like a human, infers context from paragraphs/words to understanding meanings and generate relevant responses, translates languages, summarizes text, answers questions, assists inc reactive writing ○ GPT 3 (ChatGPT) - generates human-like conversation and text-based solutions Data Protection ○ AI is everywhere - search engines, advertising, self-driving cars, etc. ○ Information credibility - make sure you know where information comes from ○ Who owns our data? - AI uses vast personal datasets often without clear user consent to upgrade AI training models ○ Vulnerable users - privacy assumes that users are young, health adults with full mental capacities Real world has children, elders, and people without clear understanding about AI capabilities → they’re more at risk of being manipulated AI provides new opportunities for people being violated Concerns with AI 1. Environmental impact - AI requires immense amount of power to function 2. Misinformation - multiple topics (healthcare, politice, natural disasters, etc.) 3. Algorithmic bias - can reinforce human stereotypes/biases 4. Job replacement 5. Lack of creativity