Communication and promotion

Question 1

What is advertising?

Answer 1

a strong force that is capable of making people act in ways they would not normally do

Question 2

What is manipulative marketing?

Answer 2

Manipulation is claimed in relation to subliminal advertising, i.e., where messages are presented in a way that people are not consciously aware of them

Question 3

What is deceptive pricing?

Answer 3

 inflating prices to absorb advertising and sales

promotion costs

Question 4

What is deceptive promotion?

Answer 4

 misrepresenting the product’s features or
performance

 luring consumers to the store for a bargain that is
out of stock

Question 5

what does the overall marketing system create?

Answer 5

cultural pollution and might also create and sustain cultural practices that are entirely commercially driven

Question 6

What is cultural pollution?

Answer 6

Our senses are being constantly assaulted by marketing and advertising. Commercials interrupt serious programs; pages of ads obscure magazines; billboards mar beautiful scenery; spam fills our inboxes. These interruptions continually pollute people’s minds with messages of materialism, power, or status

Question 7

What is product proliferation?

Answer 7

Brands have many products serving the same purpose

Question 8

What is an ethical issue related to marketing advertising? and why is it criticised?

Answer 8

Use of sex appeal. Criticisms include bad taste, irritating repetition and the use of tactics such as inappropriate humour or sexual innuendo

Question 9

Why do marketers use sex appeal?

Answer 9

Marketers have often used sex appeal because as the cliché goes ‘sex sells’.

Question 10

What does impact does the use of sexism have on society?

Answer 10

The use of sexism appeals tends to reinforce stereotypical cultural values, e.g., domestication, subservience and inequality between sexes through the use of male and female stereotypes, as well as sexual imagery.

Question 11

Classification of sex in advertising.

what is body display?

Answer 11

the amount and style of clothing worn by models,

most often characterised by degrees of nudity.

Question 12

Classification of sex in advertising.

what is sexual behaviour?

Answer 12

provocative actions of the models such as their

gaze, position, movements, language and vocalics as well as any interaction between two or more models (i.e. kissing)

Question 13

Classification of sex in advertising.

what is physical attractiveness?

Answer 13

levels of models’ physical beauty; often used in conjunction with other forms of sexual appeal

Question 14

Classification of sex in advertising.

what are contextual factors?

Answer 14

contributing elements that enhance and frame

sexual content i.e. setting, filming

Question 15

Classification of sex in advertising.

what are sexual referents?

Answer 15

copy of the advertisement (i.e. text or message);

most often characterised as sexual innuendo or double entendre (multiple meaning) messages

Question 16

Classification of sex in advertising.

what is sexual embeds and symbolism?

Answer 16

subliminal sexual symbols (i.e. illustrations depicting shapes and or actions that may be associated with sexual acts)

Question 17

How doe marketing communication/advertising target individuals with sex appeal?

Answer 17

through fantasy appeals which are aimed to bridge the gap between our actual and ideal self

Question 18

What is our actual self?

Answer 18

(A person’s realistic appraisal of the

qualities possessed)

Question 19

what is our ideal self?

Answer 19

A person’s conception of how he or she would

like to be)

Question 20

According to social comparison theory (Festinger, 1954), we have an innate drive to do what? (2)

Answer 20

• Compare ourselves with similar others, and to

- Evaluate our abilities and opinions in order to improve ourselves

Question 21

How can social comparison theory make consumers dissatisfied with themselves?

Answer 21

Consumers compare themselves with idealised images; as a result the ‘distorted mirror of advertising’ can affect this comparison and make consumers dissatisfied with themselves

Question 22

Why might beauty products be purchased?

Answer 22

Products may be purchased to help consumers achieve ideal body shapes to create a sense of self that is aligned with society’s standards of beauty

Question 23

Idealised images: Portrayal of beauty

Answer 23

For instance, the emphasis on thinness (or super-muscular for men) makes many consumers insecure about their body image. The use of idealised body images
 damaged identities
Drive people towards conformity with unrealistic or even hard to achieve body images and lifestyles

Question 24

One of the main criticisms of marketing is the portrayal of gender roles.

How do marketing communication/advertising materials degrade this?

Answer 24

do not conform to equality in society.

We are all confronted with specific and often quite strong messages about femininity and masculinity

Marketing and advertising often promote socially approved forms of masculine and/or feminine behaviour

• Assumptions about the proper roles
• Heterosexual bias

Question 25

Where are women most common in marketing communication/advertising materials?

Answer 25

Women appear more often in domestic roles and less often in occupational or leisure roles.

More likely than men to promote body care and
household cleaning products.

In sporting events, women athletes are less likely to be portrayed as active participants in sport and more likely to be portrayed in passive and traditionally feminine poses.