Abstract This paper explores the use of highlyattractivemodels (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 study uses a social comparison theory as the primary basis for its exploration of body perception in advertising, affects of advertising on self-esteem, and purchase decisions. It explores the theoretical basis of the negative effect and how exposure to highlyattractivemodels (HAMs) affects the intention to buy a beauty product in women with a low opinion of their own body image.
Table of Contents:
Introduction
Background of Study
Research Problem
Objectives Of The Study
Research Questions
Significance Of The Study
Theoretical Background
Hypotheses
Conceptual Framework for Methodology
Conclusion
From the Paper "It is important to note that social and clinical research studies over the years have given definite conclusions that show the relation to and affect of media exposure and its representation of the thin body-image as ideal in relation to a negative affect on the women's self-image and lead to body dissatisfaction (Groesz, Levine, & Murnen, 2002). The conclusions and results show that the most common effects of this "thin" ideal body-image is to do with self-image and body unhappiness (e.g., Harrison & Cantor, 1997; Heinberg, Thompson, & Stormer, 1995). Other research into the concept of thin as ideal has demonstrated inconsistent, minimal or no association whatsoever between the two phenomenon (e.g., Champion & Furnham, 1999; e.g., Cash, Cash, & Butters, 1983; Irving, 1990)!"
Abstract This paper examines how sexuality in advertising serves several purposes. The prevalent view is that sex itself is appealing, so it gets people to pay attention to the advertising message surrounding it and there is also a shock value that has become more and more important to some advertisers for the same reason--to get the attention of the consumer. It looks at how American advertisers know that sex sells products and how they use sex in ways both overt and subtle, depending on the product and the campaign. It evaluates how much of our culture is based on physical attractiveness and its power to persuade, to attract, to influence and succeed and how sex is used in advertising as an expression of physical attractiveness. It analyzes how the advertising media clearly believe in the power of physical attractiveness to persuade and how spokespersons for products and other people used in television commercials and print ads tend to be physically attractive far beyond the norm in society.
From the Paper "Cialdini (1985) discusses the reasons why people are persuaded to take action, and while physical attractiveness is included as one of the reasons for a person's being persuasive, the author notes that recent findings indicate that this is an even greater advantage than it was once believed to be. Attractive people seem to elicit an immediate response from others predisposing these others to accept their message. The research indicates that we automatically assign to attractive individuals certain favorable traits, such as talent, kindness, honesty, and intelligence, and we make these judgments without being aware that we are being influenced by physical attractiveness. Cialdini finds much of this research unsettling for its implications as to how we make decisions, including evidence showing that our judicial system is also influenced by this same factor: "It now appears that unless they have used their attractiveness to commit a crime. . . good-looking people are likely to receive highly favorable treatment in the legal system" (Cialdini, 1985, 167)."
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 magazine advertisements influences viewers' perceptions of gender roles. This proposal investigates the influence that magazine advertisements 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 paper explains that the use of women and young girls in advertising has been criticized, but the fact is that sex has always been used as an advertising strategy and has always had the effect of attracting consumers. The author points out some media messages are telling people that women may be heads of states and may be doctors, but, in the end, they are all sexual objects, made for the satisfaction of the male. The paper relates that young girls are used in ads in such a sexual way that the U.S. justice Department stopped a Calvin Klein ad campaign because it was "likened to kiddie porn."
From the Paper "Women, according to sociologists such as Dawn Currie are viewed in "traditional womanhood" terms, which focus on "physical beautification and heterosexual romance" (456). Women, therefore, are seen as objects of beauty and sex, with their task in life being to enhance their sexual and physical appeal to attract men. This view of women has survived over the centuries and is still dominant today, even though women have become heads of states, business leaders, and have proven that they are equal to males. Similarly, the view of children as not having the right to an opinion and having little rights compared to the adult is very strong. More to the point, similar to women, children are viewed as having a duty to obey adult males. The belief that women and children are inferior to the adult males has survived across time, despite campaigns for women and children's rights and , according to many observers, due to the content of media advertisement, images and messages."
Abstract This research paper replicates a content analysis of personal advertisements by homosexual and heterosexual men and women that was done by M.H. Gonzales and S.A. Meyers (1993). The paper compares and contrasts the characteristics offered and requested by homosexual and heterosexual men and women in ads in 2007. Although the specific advertisements are not listed, the author includes the data coding sheets for characteristics offered and sought as written in the the "Vancouver Province" and the "Georgia Straight" newspapers. The paper reports that, overall, women are portrayed as beautiful. When people are looking for a date, they want one that is fun, easy to talk to, humorous and attractive.
Table of Contents:
Data Coding Sheet: Characteristics Offered
Data Coding Sheet: Characteristics Sought
Other Studies
From the Paper "I have created two tables (adding a few categories: race, age, marital status, price and hair color) and will compare and contrast the characteristics offered and requested by homosexual and heterosexual men and women in ads in 2007 (14 years later!). I confess that this is not my idea of a great way to spend a day. Most happily married mothers read other things! My husband maintains that men don't place ads because women don't look in the paper for guys (I never did!). He says that women on the other hand do because men look at newspaper ads.'
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 The paper discusses the positive and negative aspects of advertising in America. The paper asserts that for business to move in positive direction, both negative and positive methods of advertising are necessary to attract business and to save a business. The paper then concludes that, ultimately, advertising plays an essential role in our economic engine.
From the Paper "Starting with the good, one can ask a question to the readers of this essay, and that is this: What type of ad do you remember the most? And the answers will most likely be "the funny ones" or "the stupid ones" even a commercial one complains about still stays in his/her mind! But that is what the ad writers are trying to do, get people to remember their ad. But the bottom line is that the person remembers the ad and when making a decision to buy something, that brand name comes to mind first. But this again is good; the entire survival of a company depends on the simple act of you buying their product. "
Abstract This paper discusses the similarities and differences between propaganda and advertising. It presents two contrasting models and many examples to show these similarities and differences. The paper concludes by claiming that although propaganda is different from advertising, advertising is not different from propaganda.
Outline:
Model or Paradigm Case
Contrary or Opposite Case
Borderline Case
Related Concept
Invented or Imaginary Case
Social Context
Practical Results
Results in Language
Interior Dialogue
Essay Outline
From the Paper "Does propaganda depend on one's intent? To what extent is an aim of merely making people aware of something separate from other aims such as trying to get them to change their behavior, or their attitudes? This is a good related concept, because it shares features of advertising and some of the tools of propaganda, but can be done without any intent to change people. It changes the absolute nature of the concepts, and makes on question whether awareness isn't, in itself, a changed state of being--that could possibly change one's perceptions or future behavior, regardless of the intent of the publicist or PR professional's intention."
A look at the need for integrating advertising with other promotional techniques as underlined by the changing character of the market, in which consumers buy less for necessity and value than the influence of media images they see everyday.
Abstract This paper takes a look at the fact that in today's world, advertisements are not effective enough to cover for any shortcomings of a product. Studies reflect that advertising is no longer held in high esteem by business and this paper takes a look at the reasons for and causes of this lack of faith in advertising.
Contents:
introduction
Marketing
Advertising and Public Relations
Conclusion
From the Paper "In today's consumer-driven economy, people no longer buy for economic value or reason but because of the influence of images created by advertisement in media, which has become a powerful determinant on the purchasing decisions of consumers (Chen-yu, J. & Seock, Y. (2000). This perception of present-day consumer behavior confirms that in the efforts of businesses to connect with consumer, it has come to a point where the quality of advertising is more important than the quality of a product. Thus, a product may fall short of standards and is inferior to its competitors, but if the advertising done to promote the product is clever and effective, business will be good for the company involved."
Abstract This paper explains that, when used in conjunction with technology, the word 'jargon' refers to words, which describe things or ideas specific unfamiliar and often nonsensical to the layperson. The author points out that jargon is not always bad because no pre-existing word sufficient to talk about the new thing or idea and new inventions or developments must be described; much like slang words. These jargon words can be gradually assimilated by non-specialists until they no longer seem like jargon. The paper relates that, if a specialist uses jargon to obscure the meaning of an object or concept that would in different words be easily understandable to the majority of people, then jargon can be unethical as often happens in marketing especially advertising of high-tech products.
From the Paper "The result is an advertising department's paradise. Over the past fifty years or so, the layperson has seen technology get better and more complex at a startling rate. It is the judgment that more complex technology is better that is crucial here. The notion that complexity increases with quality leads to a concept of technology which almost ensures that the less a consumer understands about a high-tech product, the more likely he will be to purchase the product."
Abstract Research paper on the effects of advertisements on children. The author examines why and how advertisements target children and how children are affected psychologically.
From the Paper "?Prior to attending kindergarten, the average child will see 5,000 hours of television. By the time most children graduate from high school, they will have watched an estimated 22,000 hours of TV,? (Marconi, 56). During these thousands of hours, the children view commercial after commercial and it has been shown that many of these commercials are targeted towards children. This abundant exposure to commercials has raised many concerns about how these advertisements affect children psychologically. Many people believe that children are being manipulated by advertisements, which affects the way the children think and live."
Abstract In recent years, legislation, such as the passage of the V-chip law, has made an attempt to address the problem of violence, sex, and overly obscene programs on television. This paper educates the reader in regards to the effects of television and commercial advertising. The paper allows the reader to decide on just how controversial advertising really is.
From the Paper "A controversial issue is often raised towards the alcohol advertiser's intent or style of approach in regards to the target market that they are trying to reach. The biggest problem thatthe Alcohol Industry needs to address is the fact that many of the ads are linked to sex, power and success fantasies. This is where the going gets rough and where the censorship factors are showing their value. Alcohol use has never really put anybody high up on any success ladder. Do you yourself know of anybody that really made it to the top by drinking? Obviously it becomes a controversial issue."
Tags:high, jerry, life, litigation, miller, scandals, springer, television
Abstract This paper explains that high fashion brands are more about the abstract feelings of prestige, exclusivity and privilege rather than merely the product's high quality. The author points out that strong brands like Gucci and Armani have been able to charge premium prices and survive troubled times within the organization and with environmental changes because these brands excel at the "3 Cs" of branding: Clarity, consistency and constancy. The paper suggests that, to counter the effects of piracy and lack of copyright protection, brands could launch product extensions at a lower price with the names of such extensions differentiated from the original brand so that hard-core and loyal consumers, who seek exclusivity from these brands, will not be hurt.
Table of Contents:
Haute Couture and High Fashion
The Three Cs of Branding
Marketing Environment and Background
Gucci
Marketing Mix
Competitive Scenario
Criticisms and Suggestions
Conclusion
From the Paper "High fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. For example, Prada in 1999 combined hands with the world's most famous sailing regatta and anyone attending this event could not have missed Prada logos all around the place. Gucci's latest move to associate with Apple is another important step to deal with their competitors."
Abstract This argues that physical attractiveness, which has been a hotly debated topic for decades, is dependent on social factors. The author points out that these factors are socially dependent and not biologically dependent. The paper relates that the whole argument surround physical attractiveness centers on averageness.
From the Paper "The nature of physical attractiveness has been a hotly debated topic for decades. The basic argument focuses on whether physical attractiveness is more biologically or socially determined. This essay will argue that physical attractiveness is ultimately determined by social factors. Biological factors do provide the basic framework for determining what is physically attractive but the final determination of what is physically attractive is determined by social factors. This means that it can be argued that physically attractiveness is socially relative. The differences between the two theories of the nature of physical attractiveness are part of the larger debate of "nature and nurture"."
