Paper 3 - Child 6 - Advertising Flashcards
1
Q
what is content analysis
A
converting quantitative data into qualitative data using a coding system
2
Q
describe the background study by Macklin on intentional effects of advertisement
A
- Macklin - found that 65% of 5 year olds recognise a cereal brans after seeing one ad
- however the recall of the braind is harder - no signficant correlation between ad and brand in young children
- but there is in 15-18 year olds
- this explains the age difference and changes within cognitive development but not because of the amount of ads seen
- young children cannot realise the difference between ads and programmes
- young children don’t realise an ad uses persuasive techniques
3
Q
explain the background study by Gorn and Goldberg
A
- 5-8 year olds in summer camp
- watch 30 mins of cartoons everyday for 3 2 weeks with
- 5 mins of ads for sweets and fizzy drinks or fruit and fruit juice and other healthy foods or no ads
- the sweets and fizzy drinks group chose those items more then other groups at the end of each session - ads impact choice of food
4
Q
describe the background study done by Holder
A
- USA middle class mums
- 2 year olds
- on average requested a particular product 18 times in a 25 minute shopping trip.
- the children used verbal and non verbal cues
- the mums used 2 control tactics
- 1 - responding directly to the unwanted request. 2 - distracting the child before the request is made, this was more successfull
5
Q
what is the aim of johnson and young’s study
A
- is the language of ads aimed at pre school children scripted differently for boys and girls
6
Q
what is the method of johnson and young’s study
A
- content analysis of ads during children’s cartoons
7
Q
what is the sample of johnson and youngs’ study
A
- 478 ads from commercial and indepdendent stations in new england USA and nickelodeon
- 1999 sample was 24 half hour programmes
- 1996/7 sample was 15 half hour programmes
8
Q
what is the procedure of johnson and youngs study
A
gendered voice
* analysis of four aspects of gendered voice
* voice overs - gender of voice and over exaggeration
* verb elements - action, destruction, control, limited, nurturing verbs
* speaking lines given
* use of the word power
targeting
* 188 toy commercials.
* they were transcribed and classified according to the gender of target audience
* 3 categories - ads targeted to boys with boys in them, ads targeted to girls with girls in them, ads taregted at both boys and girls with both portrayes or no gender content
9
Q
explain the results for johnson and young’s study
A
- gendered voice - 21% of ads aimed at boys contained words like power, only used once in girl ads
- targeting - more ads targeted at boys, few ads aimed at both. most common for boys are action figures and for girls they were posable figures like dolls
- voice overs - all ads had voice overs, male voice over in all boy aimed or girl aimed ads
- verb elements - more nurturing verbs for girl ads, none in boy ads many of these verbs linked to mothering (love, feed bathe). boy ads conteined over 12 times as many destruction verbs than girl ads.
10
Q
describe the conclusions of johnson and young’s study
A
- ads reinforce gender stereotypes in how children play. boys = powerful and loud and active. girls = quiet and domestic
- males voices are heard more and are heard more but femalea are heard less and are sing-song
- ads provide models (social learning theory) telling children how to behave which is opposite to gender equlity taught in school.
- voice over are greatly exaggerate but children accept them at face value which recycles traditional gender steroetypes and normalises them
- gender is learnt via vicarious reinforcements - seeing models and identifying with them.
11
Q
what are the 2 applications of reducing the impact of advertising aimed at children
A
limited television advertising
media literacy interventions
12
Q
what is limiting television advertising
A
- total ban - in norway there is a total ban on any form of advertising to children under the age of 12 years old.
- legal limits - the UK code of broadcast advertising bans advertising of products intended to appeal to children during programmes made for children.
- self regulation - in the usa there are very few legal limits and those created are result of self regulation by the industry. this encourages companies to sign up to voluntary codes.
13
Q
what is the usefulness, effectiveness and practicalities of limitng television work
A
- usefulness - reducing the number of diseases such as diabetes, giving a better life expectancy as it reduces childhood obesity
effectiveness - if all tv advertising of unhealthy foods was banned in the us, between one in seven and one in three children would not be obese - practicalities - companies are unlikely to self regulate due to financial implications.
14
Q
what are media literacy inventions
A
- it is possible to educate children to be more media literate
- they become more aware of the purpose of ads and better equipped to defend themselves against persuasive content.
cognitive defence - the traditional approach argues that once children are advitising literate they will use their knowledge as a filter to process ads critically. so the childs main defence is a cognitive one
- involves teaching children directly about the purposes of ads and ways of thinking critically about ads, marketing and consumer content
**affective defence ** - being able to critically process ads cognitively is an incomplete defence against the effects of ads that appeal to the vulnerable emotions.
- these ads distract children from using their knowledge on how ads work making them less motivated to defend themselves
- therefore children should be encouraged and supported to develop critical attitudes towards ads, making them less vulnerable to persuasuve intent of ads
15
Q
what is the usefulness, effectivness and practicalities of media literacy interventions
A
- usefulness - children can avoid the negative consequences of ads like childhood obesity. reduces parent and child conflict over buying toys etc
- effectiveness - increasing knowledge of persuasive content increases sceptisicm of ads and wanting the products
- practicalities - children may already have gendered stereotypes ways because of social influence of other social institutions that cannot be manipulated
16
Q
evaluate validity in this topic
A
- internal validity - johnson and young drew up behavioural categories which enable accurate recorfing of gendered verbs, voices and use of power.
- external validity - ads in johnson and youngs study were all usa and from cartoon programmes - not representitive of all tv watched by children. and pay channels were excluded - a wealthier audience may have different ads
- population validity - Macklin used ages 5 to 18 year old which allows to track cognitive development through childhood to adulthood
17
Q
evaluate reliability in this study
A
- internal reliability - categories for content analysis in johnson and youngs study were clear and unambiguous = standardised procedure
- external reliability - holden evaluated shopping habits of 2 year olds however the number of time they spend watching tv ads and the type of ads are unknown
- external reliabiliy - maklin found a significant correlation between ads watched and brand recall in 15 to 18 year olds. this was found again by Dubow in 1995 when comparing teens to adults.
18
Q
evaluate the sampling bias in this study
A
- the sample of ads used for johnson and young is limited - unrepresentitive of non cartoon and paid programme ads
- valid sample - johnson and young had adverts from 1996,97 and 99 to check for differences in gender targeting over time
- Gorn and goldberg - unrepresentitive sample - done in usa, different food products advertised
19
Q
evaluate ethnocentrism in this topic
A
- not - johnson and young linked their study to US culture and do not generalise their findings to other cultures which may not have the same stereotypes
- is - holden - the mothers were usa and middle class well educated - materialistic, consumer culture = may occur less on poorer cultures. control by parents my differ by social class too harsh parenting vs soft parenting
- is - Gorn and goldberg - unrepresentitive sample - done in usa, different food products advertised
20
Q
evaluate nature/nurture debate in this topic
A
- nature - Macklin - found that 65% of 5 year olds recognise a cereal brans after seeing one ad. however the recall of the braind is harder - no signficant correlation between ad and brand in young children. but there is in 15-18 year olds. this explains the age difference and innate changes within cognitive development
- nurture - Holden - bahaviour on shopping is determined by environment like adverts they watch and are influenced by.
- nurture - johnson and young - advertisements reflects cultural gender stereotypes that define female roles as caring and male roles as aggressive and dominant, all of which suggests environmental effects.
21
Q
evaluate freewill/determinism debate in this topic
A
- biological determinism - nature - Macklin - found that 65% of 5 year olds recognise a cereal brans after seeing one ad. however the recall of the braind is harder - no signficant correlation between ad and brand in young children. but there is in 15-18 year olds. this explains the age difference and innate changes within cognitive development
- enviornmental determinism - Holden - bahaviour on shopping is determined by environment like adverts they watch and are influenced by.
- freewill - social learning theory incorporates learning theory and cognition - children copied same sex model most plus the male model was used for physical agrgression and female for verbal agression. this demonstrates intercation of social factors and cognition
22
Q
evaluate usefulness of research in this topic
A
- practical benefits - awareness for parents of gender stereotypes in ads - teach children media therapy
- new insights - macklin - age and brand recognition
- policies - limiting ads aimed at children on children programme channels.
23
Q
evaluate reductionism/holism debate in this topic
A
- biological reductionism - nature - Macklin - found that 65% of 5 year olds recognise a cereal brans after seeing one ad. however the recall of the braind is harder - no signficant correlation between ad and brand in young children. but there is in 15-18 year olds. this explains the age difference and innate changes within cognitive development
- enviornmental reductionism - Holden - bahaviour on shopping is determined by environment like adverts they watch and are influenced by.
- holism - social learning theory incorporates learning theory and cognition - children copied same sex model most plus the male model was used for physical agrgression and female for verbal agression. this demonstrates intercation of social factors and cognition
24
Q
evaluate ethics in this topic
A
- johnson and young - no manipulation of pps = no issues with consent, harm or deception
- Holden - children cannot give informed consent although parents can
*Gorn and Goldberg - harmful exposure to unhealthy ads and food may cause childhood obesity
25
evaluate socially sensitive research in this topic
1. study of interesting behaviour - macklins study on age and brand recognition - socially sensitive because may upset parents and cause them to control tv usage
2. negative labelling - johnson and young show strong gender stereotypes in childrens ads which labels men as loud ans strong and women as quiet and domestic. this may shape children's views of how their life should be
3. policies - literacy intervention - upsets parents for not interviening earlier
