Test 3 Review - ADPR 3140 Test Review - - 75 T/F questions...

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ADPR 3140 Test Review - 75 T/F questions - Read questions carefully - 3 areas o Human portrayals Cultivational Analysis – Sheehan Media representation causes us to overestimate o Sneaky communication/subliminal/brand placement Difference between subliminal and supraliminal Research on those topics Brand placements – trademark law, not copyright Involves a transaction between marketer and media Can be used as props, not intended placements o Controversial products What makes a product controversial? Must be in dispute Advertisers always defend right to advertise a legal product Critics argue that the product can harm the public Direct to consumer (DTC) drug advertising Prescription drugs Regulated by the FDA (not FTC) 1962 – regulatory switch was made to FDA OTC drugs are still regulated by FTC FDA – more competitive practices - Read Sheehan and Pardun chapters - Demonstrate knowledge - Social Learning Theory – Sheehan o Learn to imitate and model things we see in media - General research findings in the PowerPoint - Study notes – some things not in book Human Portrayals in Advertising I. Basic level a. Presence of human models in advertising b. Research shows that human models produce a more positive response c. We like to see the depiction of people d. Tendency for people to respond to the opposite sex (heterosexual)
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i. Gender – sex orientation: predicts response to advertising e. Beauty and physical attractiveness i. People more responsive to more attractive people f. Congruity matching: hypothesis that says ads should match a brand with a model in a situation g. Sex in advertising i. Sexually relevant and irrelevant products ii. More relevant: more attention iii. Has stopping power II. Framework for analysis a. Intended consequences ad effects b. Unintended consequences creator of ad c. Ad content i. Presence of human models ii. Frequency of their presence iii. Character of the nature of humans 1. What do they look like? Demographics? Interactions? iv. Demographics 1. Race (tone/physical features) 2. Age 3. Gender 4. Occupation 5. Income 6. Credentials 7. Number of people v. Activities 1. Adventure 2. Romance 3. Recreation 4. Individualistic 5. Sociability 6. Work vi. Settings 1. Inside 2. Outside vii. Social Interactions 1. Touching 2. Social distance 3. Position 4. Equality viii. Psychological 1. Personality attributes 2. Motives 3. Mood
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III. What is a stereotype? a. A conventional or standardized image
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This note was uploaded on 09/21/2011 for the course ADPR 3140 taught by Professor Reid during the Spring '10 term at University of Georgia Athens.

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Test 3 Review - ADPR 3140 Test Review - - 75 T/F questions...

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