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ADV Final Exam Review Flashcards

1. Codes of Gender - Documentary 2. Advertising and Science Communication - Guest Lecture 3. Consumed - Documentary 4. Advertising and Gender Roles - Guest Lecture 5. Lecture 10 - Advertising and the Media - Guest Lecture 5. Lecture 9 - Advertising and Identity 6. Lecture 8 - Music and Popular Culture

1
Q

Sex

A

different BIOLOGICAL characteristics as we come out of the WOMB

-Male or Female

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2
Q

Gender

A

way CULTURE interprets sex, the diff biological characteristics

  • how biological differences made sense within CULTURE
  • Gender result of an ACTIVE PROCESS
  • Masculine or Feminine, mutually exclusive characteristics
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3
Q

Gender Display

A

we PERFORM the EXPECTED ROLES, set by social CONVENTIONS that have been assigned from OUTSIDE

-we internalize gender roles by internalizing it as a set of CODES

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4
Q

2 Definitions of CODE

A
  1. a SHORTHAND LANGUAGE that everyone shares and understands, through which we communicate LARGER ideas
  2. set of RULES or BEHAVIOR
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5
Q

Commercial Realism?

A

present world in ways that COULD be real, depictions of REALITY

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6
Q

Female Touch

A

idea that the female touch is gentler, softer, and lighter

-less controlling, caressing, not assertive

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7
Q

Self Touch

A

Body a DELICATE and PRECIOUS thing

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8
Q

Canting posture

A

body TILTED, take body AWAY from being UPRIGHT and perpendicular

-places ppl OFF CENTER

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9
Q

Science Literacy

A

how SOURCES (scientists, journalists), MESSAGES (news writing), & MEDIA (newspapers, magazines) CHANNELS the audience and IMPACTS individual’s UNDERSTANDING of SCIENCE

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10
Q

Public Understanding of Science

A

SOCIAL IMPACT of communications (of science_

  • public cognition (knowledge)
  • attitudes
  • behaviors (audience-based research)
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11
Q

Science Communications

A

also known as Public Communication of Science and Technology (PCST)

-S.C. enhances PUBLIC AWARENESS, LITERACY, CULTURE by building AEIOU:

Awareness
Enjoyment
Interest
Opinion-forming
Understanding of science
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12
Q

Examples of science communications

A

interviews, logs, social media, informational science talks, TV messages

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13
Q

Science and Society

A

focus on INTERACTIVE science tradition

  • LESS emphasis on INFORMING
  • MORE emphasis on IMPROVING communication among citizens, scientists, politicians
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14
Q

Stereotypes of Scientists

A

get no girls, date no girls, talk in scientific argon, socially awkward, arrogant, research all day

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15
Q

2 Broad Categories of PCST models, what they aim to accomplish?

A
  1. IMPROVE UNDERSTANDING of public’s KNOWLEDGE about science (information delivery)
  2. EXPLORE the INTERACTION bt PUBLIC and SCIENCE/SCIENTISTS
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16
Q

Consumerism

A

Based on human urge to experience and GROW and play out our DREAMS and ambitions

  • causes us to chase STATUS and a way to MEASURE our LIVES through consumption
  • consumption=means to acquire status
  • Way to PROMOTE ourselves beyond the talking
  • Used as a SIGNAL (of prestige)
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17
Q

Evolutionary Theory, states that we are ________ from animals b/c we have built in us 2 MOTIVATORS:

A

we are INDISTINCT from our animal cousins because we have built in us 2 motivators:

  1. Survival
  2. Attracting a mate - our mating efforts channeled into ECONOMY, the G/S we buy
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18
Q

What is the tool used by humans to fulfill these 2 needs (survival, attracting a mate)

A

the BRAIN, which has tripled in size as we evolve

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19
Q

Consumption, or ________ is a way for us to display our _____ traits, as props for ______

A

Consumption. or PURCHASING/SPENDING is a way for us to display our MENTAL traits as props for MATING

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20
Q

Prestige

A

respect of SOCIAL POWER which is FREELY GRANTED from one human to another

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21
Q

Why do people aspire for PRESTIGE?

A

Gives them benefits of getting increased G/S, respect and authority from OTHERS

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22
Q

Natural Selection in terms of PRESTIGE

A

Since there are benefits of prestige, NATURAL SELECTION has shaped our psychologies so that we DESIRE prestige and act in ways to acquire it

  • Prestige Darwinistic in nature, and has been SELECTED and EMERGED during the course of human evolution
  • it is ADAPTIVE
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23
Q

Aspirational Marketing

A

making ppl WANT a product even if they don’t need it or NOT NECESSARY

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24
Q

What is fundamental in the approach of aspirational marketing?

A

PR, which tells us that consumerism is the way we show our SUCCESS and PERSONALITY

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25
Q

Sustainability

A

the ability for humans to survive LONG TERM w/o damaging carrying capacity of envrionment

-need to market/consume products that have DURABLE meaning and set of values so we don’t fall out of love with them so quickly

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26
Q

Different gender stereotypes for MALES

A
  • Breadwinners
  • strong
  • athletic
  • player
  • heroic
  • buffoon
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27
Q

Different gender stereotypes for FEMALES

A
  • stay at home
  • sex kitten
  • devious
  • thin ideal
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28
Q

what are Social Norms?

A

REPETITION of IDEALS, which create SOCIAL EXPECTATIONS

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29
Q

Halo Effect

A

cognitive BIAS where one GOOD traits INFLUENCE/EXTEND into other qualities of the person

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30
Q

MEDIUM

A

Single form of communication

Medium - consists of PLATFORMS acting as a SOURCE, CHANNEL, and FORM to collectively broker the transaction of info bt the message CREATOR and the message AUDIENCE

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31
Q

Reach?

A

how MANY ppl will be exposed to ad

-# or %

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32
Q

Frequency

A

how many TIMES someone will see ad

-#

33
Q

Reach x Frequency =

A

IMPRESSIONS (Costs)

34
Q

IDENTITY?

A

PERSONAL CHARACTERISTICS that define us in relation to OTHER individuals or other ppl groups

35
Q

Identity provides us two things:

A

psychological stability and continuity

36
Q

Dimensions of IDENTITY

A
  1. Multi-dimensional
    - personal (personality) - introversion, extroversion
    - collective: groups you belong in naturally and socially
    - social (social roles)
37
Q

Our identity is constantly being _____

38
Q

Which life stage is most important to the effectiveness of advertising?

A

ADOLESCENCE

39
Q

Adolescence is a period of

A

questioning

40
Q

adolescents experience ___ vs ___

A

identity vs identity confusion

41
Q

3 types of identity

A
  1. personal identity - your personal VALUES, MORALS
  2. Collective identity - GROUPS you belong to naturally and socially (ethnicity, race, family, student orgs)
  3. social identity - what OTHERS say or think about you; the groups OTHERS put you in
42
Q

What is SELF?

A

A person’s essential BEING that distinguishes them from OTHERS

43
Q

Self is also known as (2 things)

A

Self = object of introspection

self = reflexive action

44
Q

Self can be broken down into 2 things:

A

“I” and “ME”

45
Q

Define “I” and “Me”

A

I - the thing that causes YOU to know you’re diff from someone else

ME - the part of you OTHERS can know and LEARN about;
separates YOU from OTHERS in THEIR minds

46
Q

4 Dimensions of the SELF

A
  1. Actual Self
  2. Ideal Self
  3. Ought Self
  4. Social Self
47
Q

What is Actual Self?

A
  1. Actual Self - person’s OWN perception of their OWN attributes
    - intelligence, IQ, athleticism, attractiveness
48
Q

What is Ideal Self?

A
  1. Ideal Self - attributes YOU believe YOU HAVE or are in the PROCESS of DEVELOPING
    - what MOTIVATES you to CHANGE, IMPROVE, ACHIEVE
    - focuses on CREATION of positive outcomes and SELF-ESTEEM
49
Q

What is Ought Self?

A
  1. Ought Self - attributes OTHERS believe you SHOULD posess

- ideal and ought self act as self-guides, or internalized standards of your ideal self

50
Q

What is Social Self?

A
  1. Social Self - the self we DISPLAY to the world, how we WANT OTHERS to see us
    - consumer culture
51
Q

What is SELF-DISCREPANCY Theory?

A

theory that ppl COMPARE themselves to INTERNALIZES STANDARDS called “SELF-GUIDES”

-these standards can be CONTRADICTORY and CONFLICTING and result in emotional DISTRESS

52
Q

What is CO-OPTATION?

A

TREND or IDEA being INCORPORATED into mainstream CULTURE

  • takes IDEA or EMOTION associated w CURRENT CULTURE, connects it to a PRODUCT or BRAND
  • create’s a brand’s PERSONALITY
53
Q

What is the purpose of Consumerism

A

way for ppl to SEPARATE themselves from their peers

54
Q

Consumerism propels the insatiable belief that we ____ what we do not ____

A

NEED what we do NOT HAVE

-ASPIRATIONAL MKTING propels consumerism bc it tells ppl that they NEED what they do NOT HAVE

55
Q

Consumerism acts as a _____ of ____ relating to oneself, others, and the environment

A

a FRAME of REFERENCE for relating to oneself, others, and environment

56
Q

Consumption is a way for us to construct our _____ _____

A

consumption - way for us to construct our SOCIAL IDENTITY, SEPARATE ourselves from our peers

57
Q

How do we create this SOCIAL IDENTITY?

A

Through CONSUMPTION, the things that we BUY

58
Q

This continuous consumption for developing social identity creates ______ ______, which has long been an Am institution

A

creates COMPETITIVE ACQUISITION

59
Q

Furthermore, these COMPARISONS we make through CONSUMPTION and for CONSTRUCTION of SOCIAL IDENTITY is no longer restricted to those in our _____ _____ category

A

COMPARISONS we make no longer restricted to our GENERAL EARNINGS category

60
Q

This GENERAL EARNINGS category is also known as a _____ _____

A

REFERENCE GROUP - ppl in our own earnings category

  • TV has stretched our reference group
  • this stretched reference group leads to INCREASED SPENDING
61
Q

Conspicuous Consumption

A

the SPENDING of MONEY for acquiring luxury G/S to DISPLAY our ECONOMIC POWER

62
Q

3 forms of CAPITAL created by Bourdieu that distinguishes ppl/things

A
  1. Economic capital - income, occupation, inheritance
  2. Cultural capital - tastes, values, beliefs, language
  3. Education Capital - background, qualifications, opportunities
63
Q

Capital creates a system of _____ where ppl learn what is _____ and what type of consumption is _____ within their own ____ group

A

CAPITAL creates system of CLASSIFICATION where ppl LEARN what is tasteful and what type of consumption APPROPRIATE within their own SOCIAL group

64
Q

What is MUSIC?

A

The form of human COMMUNICATION that is INDIVIDUALLY experienced, can be decoded and reproduced

65
Q

Music affects one’s ________

A

EMOTIONAL STATE

66
Q

Music is transmitted through ____

67
Q

What are NOTES?

A

Humanly organized non-verbal sound structures

68
Q

COLLECTIVE CHARACTER

A

the COMBINATION of both VISUAL and VERBAL arts

-visual and verbal arts individually are not a collective character

69
Q

Music is capable of transmitting 3 things among socially definable groups

A
  1. Emotional identities
  2. Attitudes
  3. Behavior patterns
70
Q

What is FOLK MUSIC?

A

Folk music - common musical form w exception of religious music before 19th c

71
Q

Folk music also known as

A

REGIONAL music

72
Q

How is music composed and transmitted

A

composed - anonymously

transmitted - orally

73
Q

folk music is derived from?

A

events from DAILY LIFE that are FAMILIAR to majority of ppl

74
Q

What 3 types of LYRICAL content are present in folk music?

A
  1. daily things - farming
  2. life cycle events (childhood, relationships)
  3. mysterious events (storms)
75
Q

What is the PURPOSE and AUDIENCE that pop culture was originally created for?

A

written by SPECIFIC INDIVIDUALS to be SOLD to a LARGE NUMBER of ppl

-sell as MUCH as possible to as MANY as ppl

76
Q

(tech) feature of POP CULTURE

A

Reflects high degree of TECHNICAL SKILL, can be performed only in STUDIO w ELECTRONIC equipment

77
Q

4 Features of pop culture

A
  1. made for MASS DISTRIBUTION to large and socioculturally heterogeneous group of ppl
  2. can be stored in NON WRITTEN form (MP3)
  3. Only possible in INDUSTRIAL MONETARY economy where it is a COMMODITY
  4. provides LESS musical content
78
Q

name of radio network that would broadcast to military during ____ (date)

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