COMM 3444

What is Channel One?

A commercial network that broadcasts news and advertising in schools

The film discussed the case of Nexium. Nexium is an old drug rebranded as a new drug. It is essentially the same as Prilosec. When the maker o f Prilosec, AstraZeneca, was faced with the expiration of their patent (worth $6 billion a year), they introduced Nexium as "the new purple pill" to treat heartburn and acid reflux. There was only one small chemical difference in its makeup and it had almost exactly the same effectiveness and side effects as Prilosec. Only the image was new. This is an example of:

A me too drug

The term stereotype threat refers to a situation in which:

A person performs more poorly than usual after a negative stereotype about that person's group has been mentioned.

In the film you watched this week, where were Chicago kindergartners taken for a field trip?

A pet store (PetCo.)

Which of the following specific depictions of gender stereotyping would the UK advertising ban be likely to restrict? (Check all that apply)

An ad that belittles a man for carrying out stereotypically "female" roles or tasks. ad aimed at new moms which suggests that looking attractive or keeping a home pristine is a priority over other factors such as their emotional well-being. An ad that depicts a man with his feet up and family members creating mess around ahome while a woman is solely responsible for cleaning up the mess.

According to research discussed in the video, girls exposed to sexualized images from a young age are more prone to:

Depression, eating disorders, and low self-esteem

True or False: Advertisers target children primarily for their direct spending (spending of their own money) which amounts to a much larger amount than their indirect spending (their influence on their parents' purchase decisions).

False

True or False: Although many public schools contain advertisements in the locker rooms, cafeterias, and hallways, advertisements are not present in the actual learning materials that students consume (i.e., textbooks, lessons, worksheets).

False

True or False: Compared to some other developed countries (e.g., Australia, Canada, & England), the U.S. is much more strict in its Federal Regulations on advertising targeting children.

False

True or False: Historically, pharmaceutical companies have directed most of their promotional efforts at patients directly (direct-to-consumer). But in recent years they are doing that less and less.

False

True or False: Product placement can only be effective if viewers consciously process the brand and remember that it was present in the scene after watching the show or movie.

False

True or False: Research discussed in the film showed that educational videos for babies (i.e., "Baby Einstein" or "Brainy Baby") can teach valuable skills and enrich a baby's ability to learn more so than basic interaction with other human beings can.

False

Which of the following accurately describes the history of school funding?

From the beginning, public schools have had to seek private companies for a significant proportion of their funding.

How are elderly people portrayed in ads?

Made fun of, in medical ads only, out of touch

When a brand is placed within a TV show such that the product is not just in the background of a scene but rather acts as a part of the plot, helping to move the storyline along, this is known as

Product Integration

According to marketing executives quoted in an article you read about product placement, which of the following is expected in the near future?

Product placement is expected to shift from more overt/obvious placements to those that are more subtle.

In the "Killing us Softly" video, who did Alexander Schulman accuse of pushing ever thinner models into magazines?

Some of the world's leading designers.

Among different types of media, product placement is most common within:

Television

According to many of the corporations that Morgan Spurlock met with to be a part of his documentary, what was the "fatal flaw" in his proposed movie?

The fatal flaw was that there was no transparency in his proposal.

True or False: According to the film, one of the implications of the "brand image" style of drug advertising for consumers is that they fail to serve an educational purpose and instead mislead consumers about the realities of the disease and/or drugs depicted.

True

True or False: During the Reagan administration in the 1980s, children's television was deregulated, making it easier to target children with advertising. As a result, kids' consumer spending increased significantly in the following years.

True

True or False: In the "Killing us Softly" video, Jean Kilbourne notes that during her career of looking at ads things have been getting worse in terms of the advertising BUT there are a growing number of people and organizations that are studying and working on these issues.

True

True or False: On Channel One, there are approximately two minutes, average, devoted to breaking news—the same amount of time dedicated to advertisements. *Note, this question is asking about breaking news (not overall news which would include soft news, etc.)

True

True or False: While direct-to-consumer advertising is the most visible form of pharmaceutical marketing, most promotional efforts are still aimed at medical professionals. This happens through exhibits at conferences, advertising in medical journals, visits from sales representatives, and giveaways of free samples and branded items.

True

True or false: The term stereotype originated as a printing term. A stereotype was a metal printing plate that was cast from a mold of a raised printing surface that allowed for duplicate copies of the same symbol or word.

True

Stereotype ______ refers to the emotional significance of any given portrayal or the positive or negative values connected to the stereotype.

Valence

What is meant by a "me too drug"?

a duplicate of an old drug that is marketed as something new and/or better than the competition

A well-known study referenced in the video found that, soon after the introduction of television to the culture in Fiji, what happened?

a sharp rise in eating disroders among young women

To build brand loyalty as early as possible, youth marketers use a technique known as _____ meaning that they take advantage of a child's natural developmental urge to be older and more mature than they actually are.

age compression

Those interested in the role of advertising and materialism have observed that child psychologists have noted a change in children's top aspiration today such that they are increasingly focused on _____ a vast change from the goals of kids in the past to be a nurse, astronaut, or a teacher.

being rich/making a lot of money

Why would children and adolescents be such an attractive audience to advertisers?

brand loyalty, lifespan brand loyalty is cradle grave marketing, larger spending power, children can't critically think making them more susceptible to ads

When drug companies start medicalizing things that are just a normal part of everyday life and offering pharmaceutical solutions for them, this poses an ethical problem in that people who would otherwise feel fine may become convinced that there is something seriously wrong with their health and take a drug with serious side effects needlessly. This is known as:

disease mongering

Symbolic advertising is that which:

emphasizes the alleged social meaning of products

Which of the following is true of vending machines in schools?

fast growing trend of product placement, school sign contracts with companies in exchange for money and exclusivity, controversial bc concerns about diabetes

Marketers solicit the help of psychologists, anthropologists, sociologists, and behavioral scientists in order to:

help shape and cement children's brand preferences

Product placement has been on the rise because:

reach hard audiences like young people, durable ad that doesn't disappear, people can't skip it

What is "big pharma"?

the collective group of some of the world's largest, most profitable corporations that makeup the pharmaceutical industry

Even though a 6 year old child can recognize the difference between a TV show and a commercial, they may not understand ________ until about age 7 or 8.

the persuasive/selling intent of ads

What is the "double bind" that Jean Kilbourne argues girls are caught in according to the advertising messages surrounding them?

they are socialized to believe they should be sexy but innocent, experienced but virginal.

According to Juliet Schor in the film you watched this week, what does the Girls intelligence Agency ask kids to do?

to be sly and exploit their friends by pushing a product

What was the purpose of the non-profit organization "No Free Lunch"?

to educate medical professionals about the damaging influence of Big Pharma and the importance of not accetping gifts from drug companies