Abstract In this article, the writer maintains that there is no doubt that the media has become a major influence in contemporary society, with advertisements being used within all its forms to encourage individuals to buy particular products or services. The writer notes that gender stereotypes and biases, however, are frequently reinforced through mass media images. The writer discusses whether exposure to sexually attractive women in magazineadvertisements influences viewers' perceptions of gender roles. This proposal investigates the influence that magazineadvertisements have on males and females in relation to status, self-image, body image and sexuality. The paper also addresses possible solutions to a number of problems raised within the proposal, as well as considers areas for future research.
Outline:
Introduction
Gender Roles within Society
The Effects of Print Advertising on Society
Conclusion
From the Paper "The construction of society throughout the ages has clearly demonstrated this reality through the social and cultural frameworks that were, and still are, founded upon male worldviews and ideologies. Reinforced through the often extraordinary and diverse cultural conceptions and symbolizations that affect women and their social status, these masculine perceptions and theories continue to overshadow the beliefs and thoughts of women, while also often forcing them to suffer tremendous oppression and harm.
"The mass media, for example, generally tends to portray women as either being sexually attractive - the females used within advertising, film, and television productions usually represent idealistic images of feminine beauty and sex appeal - or as being involved in caring roles and domesticity."
Abstract This advertising study aims to identify the cultural, psychological, and marketing of "desire" that arise within an advertisement for Old Spice. The paper focuses on a specific magazineadvertisement for Old Spice and discusses how it markets "desire" to its audience. The paper discusses whether this form of advertisement is effective for the specific product of Old Spice.
Table of Contents:
Introduction
Section I: The Culture of Desire: Old Spice as a "Classic" Brand
Part II: The Psychology of the Macho "Experience" in Advertising Marketing Old Spice To Younger Males with Brand Name, Language, and Value-Based Assessments
Conclusion
From the Paper "Desire is the central marketing device used in this market strategy, which can only explain the main reasons why Old Spice chose this image through a magazine medium. The emotional and intellectual appeal of this type of marketing is attempting a modern stylization of a classic theme that is attempting to revitalize a brand name that is currently out of synch with mixed-gender norms. The intellectual factors involved in the use of desire to stimulate an audience is the refinement of the vehicle and the normative corporate appearance of the man climbing out of it. This type of desire is geared toward a feeling of security and refinement even though there are few men in the world that can actually drive and command such a vehicle. Without the product actually being shown in the Ad, this differentiates Old Spice from other competitors, but does not adequately persuade the audience merely because of the products traditional classic appeal. The market vale-base of the product certainly would attract the desire of upper age bracket customers, but the attempt at finding a younger, more sophisticated male audience through machismo is highly contradicting the cultural, psychological norms of the early 21st century."
This paper is an analysis of the portrayal of women's image in magazineadvertisements in the United Arab Emirates (UAE), as based on a content analysis of the literature and on a convenience sample survey of 50 female students.
Abstract This paper states that the the main purpose of this study is to determine the characteristics of women's image in advertisements' contents as depicted in the most widely circulated Arab women magazines in the United Arab Emirates (UAE) and to identify the effect of such contents in formulating the societal image of women. The study also examines how women feel about the presented image of women in advertising. The author points out that, in the UAE, women not only are gaining ground in workforce participation but also are filling positions once held primarily by men; however, this is not always reflected in ads. The paper indicates that the majority of female students felt that the relationship between the woman's image in published advertisements and society's view towards her is a highly positive one. The paper includes the data generated by the survey and several figures, tables and quotations.
Table of Contents:
Introduction
Introduction
Need for the Study
Purpose of the Study
Research Questions
Procedures
Research Hypotheses
Review of Literature
Background and Overview
United Arab Emirates Today
The Impact of Advertisement The Importance of the Visual Image in Advertisements The Women's Image in the Visual Advertisements Depiction of Women in MagazineAdvertisements Methodology
Sample
Instrumentation
Data Collection Procedures
Results
Data Analysis
Discussion and Conclusion
Discussion of Results
Recommendations
Questionnaire
From the Paper "Arab information media have by and large been established on a weak economic base throughout the Middle East. For example, Arab newspapers were introduced when national incomes and populations were small, and the literacy rates were low; as a result, both advertising revenues and mass-circulation sales (the two primary sources of commercial newspaper income elsewhere), were restricted. Even after World War II, as the Arab economies enjoyed a new level of prosperity, advertising remained sufficiently insignificant to most Arab businessmen, and did not appear to represent a viable avenue of revenue-generation in the modest-circulation press, to enable newspaper publishers to generate many advertisements in the first place."
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
Abstract This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper "Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
Tags: women, advertising, media, ms., magazine, feminism, ethics, finance, business
Abstract This paper examines Harper's Magazine's layout, advertisements and content to prove that those targeted are college-educated, upper-middle class, liberal and have a family.
From the Paper "The saying "You can't judge a book by its cover" is only partially true as many publishing companies strive to prove in attempting to appeal to the targeted audiences of their different magazines through cover art, advertising and content. This paper will examine Harper's Magazine of April analyzing the layout of the magazine, advertisements and content to prove that those targeted are college-educated in the upper-middle class, are liberal and most likely have a family."
Abstract This paper looks at the way advertisers take advantage of consumers by creating false needs in their market and feeding on those needs. The paper includes an analysis of television and magazine ads, subliminal advertising and advertising ethics.
From the Paper "Advertising is defined as the action of attracting the public's attention to a product or business. The methods that have developed over the years to attract consumers? attention have been very sophisticated and, in some cases, unethical. As potential buyers of goods and services, we Americans are constantly bombarded with advertising gimmicks in all print and broadcast mediums to the point where we have become jaded to the sales pitches that surround us. It can be argued that the attempts of retailers and businesses to get our attention and convince us to buy their goods and services are not, in themselves, unethical or dangerous; the unfavorable aspects of advertising result when the advertisers use questionable techniques to influence consumers. "
Abstract This paper states that the "Saturday Evening Post" was the first successful magazine in the United States, first published in 1821, and continued as a weekly publication until 1969, after which it appeared sporadically. The author points out that, by 2002, news magazines began to move away from hard news and to shift their focus toward more feature (soft news) articles because, by the time people got these magazines, they were already familiar with news events from watching 24-hour, cable news channels. The paper explains the use of the Internet by hard copy magazines, but stresses that, to date, most of the experiments with subscription-based Internet magazines have not been successful.
From the Paper "The "National Geographic? is a sponsored publication, like "Modern Maturity", "American Legion" and numerous publications that would appear later. The magazine is "free" as part of an organizational membership. The National Geographic Society uses proceeds from the magazine to pursue cultural and wildlife research and to produce their famous documentary films. Over the years, the "Graphic" has had notable? firsts." In 1911, it featured a 17-page, eight-foot foldout panorama of the Canadian Rockies. To mark the magazines 100th anniversary the cover featured a three-dimensional photograph (hologram), the first ever published in a mass-audience magazine."
Abstract This paper is an in-depth examination of the content and messages delivered to the readers of "Maxim Magazine." Using the March 2002 issue as an example, the author demonstrates how the magazine plays upon men's fascination with sex and the drive to succeed to sell its product. The author illustrates how many of the articles and topics discussed in the magazine emphasize this theory. The articles discussed by the author include the type of photo shoot used, the columns, the articles about Impressing women and the articles about self-improvement and electronic gadgets, are geared to grab a man's attention and make them want to buy the magazine in order to feel sexy and successful.
From the Paper "Maxim's penchant for fast reads continues through the whole magazine, interspersed with full articles. The 100 Most Stoopidest Things Ever (133) list begins with pet psychology, handkerchiefs, and mopeds ... cruises through aromatherapy and the Lifetime Network ... and wraps up with bottled water and performance art. Top Gear, stuff every man should own, weighs in with a bar of soap in which is embedded a soap gun, a mountain board with wheels, and a stringless guitar with built-in MIDI. The Entertainment guide, called HotZone, covers movies, music, TV and games. The movies review are, of course, films that appeal to males. The Ask Dr. Maxim column (100) questions run the gamut from the quickest way to lose 10 lbs., to a question on sex, to high colonics. Paired with the column is a sidebar about handling weekend warrior injuries."
Abstract This paper examines the negative and racist stereotyping that African Americans have suffered as a result of advertising policies and practices. The writer discusses the literature and the research on this topic and summarizes some of the most important findings. Some significant and revealing statistics are presented as well. The writer also explains briefly how advertising works and its interdependent relationship with mass media. In addition, the writer examines how the featuring of blacks has changed from their first large scale appearance in mainstream advertising in the 1870s to the present day. In some cases, as in the portrayal of Aunt Jemima, the change has been minimal. In response to the fight from the civil rights movement in the 1960s, some large corporations began to target black consumers, and the growth in the 80s of a black middle-class further spurred marketers to an accurate, positive presentation of blacks. However, the writer explains that stereotyping is still present in advertising, albeit on a more subtle and subliminal level. The writer notes that the psychology of advertising does not leave anything to chance and that it caters to what are believed to be the perceptions of the viewer. Examples are given of advertisements that feed into the negative perceptions and the desire of the majority culture to be superior. The writer concludes that other minority groups, such as Asian Americans and Italians, are also depicted with negative images in advertising and that this kind of misrepresentation is becoming less and less tolerable in today's society. This paper includes a table about ads with black models.
From the Paper "From the history, it is evident that ethnic images become stereotypes when they ignore the humanity of a person by depicting them as having certain traits. When a group is seen as stupid, ugly, violent or comical and never portrayed as successful, skillful, intelligent or beautiful, stereotyping is present. Both positive and negative stereotypes can foster aggression, superiority or hatred. Blacks started to scrutinize the images that were printed simply because if others viewed them like that, they would too. Blacks began to realize that not all fit the description of the lazy, militant, alcoholic man or the happy, pregnant, servant woman."
Abstract The writer looks at overt and covert advertising in order to give the reader a solid understanding of the basic theories that are used to sell products. The writer talks about the different places that new forms of advertising have been tested and show how these are used successfully to entice people to buy a specific product. According to this paper, sex is used in almost every type of advertising and its effect on today's youth is immense. The use of sex in advertising is not new, but the overt nature of it is, something, that this writer feels has now take on a life of its own and is having a negative affect on many people's self-image. The role of sex in today's society and as a result its influence on today's younger generation, is the message that this writer is trying to communicate.
From the Paper "Advertisers will embed the word, ?sex,? in a magazine picture that is not perceived by the human eye or will superimpose pictures of sexual objects on objects like ice cubes and it is not noticed until this is pointed out to people, they will not perceive this either. (Key 9 ? 12)
Whether or not subliminal advertising works is still a matter of debate.
Should sex be used in advertising? No! CNBC had run an ad that showed scantily dressed women, an ad for a topless club."
Abstract This paper describes the graphics and contents of an advertisement for Microsoft's X-Box game, "Grabbed by the Ghoulies". It discusses the advertisement's target audience and its positioning. The paper also analyzes the message strategy and graphics strategy used in the advertisement and the brand identification strategy. The overall assessment of the advertisement's success in reaching its intended audience is positive.
From the Paper "This is the catch-phrase header that appears at the top of the 2-page ad. The ad is targeted at the primary MAD audience ? teenagers ? and through "comic-book" styled layout of graphics and minimal text, the ad entices their market into either wanting to play the game, or investigating the game at either their local retail store or online. The ad also utilizes a single picture of teenagers playing the game. This is interlaid within the comic-book layout of scenes from the game as well as "comic" blurbs, like ?Thwack!!!?."
Abstract This paper elucidates a few modes of advertising in the ancient and modern worlds. It looks at how advertisements have become indispensable tools to the governments and the private organizations as well as the role of advertising agencies in reaching out to the common man.
From the Paper "The fastest growing segment in the entire world is the telecom sectors specifically the cellular phones. It isn't surprising to say that there is more number of cellular phone users than computers today, in particular the developing countries. The biggest beneficiary of the telecom boom is the advertisement industry since it is blessed with one additional source to reach the public domain. With the costs of computers and last mile connectivity coming down, Internet penetration is improving in the developing countries."
Abstract This paper discusses the hypothesis that alcohol and cigarette advertising leads to increased drinking and smoking, specifically, among youth. The paper presents several examples of advertisements, illustrating how they create a certain image for the target group. The paper contends that, while studies cannot prove that advertising leads to greater consumption, the moderate, positive association is consistent across survey studies.
From the Paper "Alcohol and tobacco are among the most heavily advertised products within the media industry, including magazine, newspaper, broadcast, and outdoor advertising (Pfleger Pp). According to a 2001 report, the six major tobacco companies spend approximately $6 billion annually on advertising and promotion in the United States alone (Pfleger Pp). Measured media is roughly $800 million a year for beer, $321 million for liquor, and $120 million for wine, and if sponsorships and promotions were added, these numbers would likely increase (Pfleger Pp). Despite legislation to curb tobacco and alcohol advertising, especially to youths, the companies are still getting their messages across to their targets."
Abstract This paper explores the use of highly attractive models (HAMS) for advertising beauty products and attempts to settle the question that has plagued the advertising industry and their clients of whether HAMS may actually have a negative impact on the viewer rather than a positive one. The paper sets the research objectives and explores the theoretical basis for the proposal. It also applies the theories to advertising in both the print and television media and examines the research model including key constructs and relationships.
Outline:
Background
Significance
Research Objectives
Theoretical Background
Research Model
Conclusion
From the Paper "Several theories can be used to explain how people view models in both television and magazine ads. The most well-known is Festinger's social comparison theory, which is the foundation of modern advertising theory. Festinger (1954) introduced the theory that humans possess an innate drive to evaluate their opinions and abilities by comparing them to the opinions and abilities of others. According to this theory, people only evaluate themselves against others that are similar to themselves. If the model is viewed as too different, then they will not use them for social comparison. Stuart Hall introduced the idea that the audience could attribute several possible meanings to the message conveyed by the media and that this message is influenced by the context and cultural background of the receiver (Tomlinson, 1991). "
Abstract This paper discusses, in one of the questions, that the researcher should know how many of the respondents of the survey were readers of the magazine and if the results can be divided into non-readers and readers. The author believes that putting resources into making the focus group as effective as possible will be beneficial and will save money overall. The author is concerned that changing the content might impact negatively on current readers.
From the Paper "3. Is the data from the survey valid and reliable?
The survey asks respondents to rate their interest in a product on a scale of one to ten. Is this a valid way to determine if they are likely to purchase a product. For example, many of the products advertised are food products. It seems unlikely that a respondent would say they are highly interested in butter. However, the respondents would buy butter. The concern is that the readers assessing their own interests may not be a valid way of determining what they spend their money on."
