JMS 506 Exam 1

Costs of Commercialism in Schools

"The more that schools resort to private enterprise as a source of funding for public education, the less the school board, state legislature, and Congress feel obligated to allocate from the public purse" Critics argue that commercialism in schools exploit a captive audience, violate public trust, and undermine schools' ability to teach children essential skills such as critical discernment, healthful eating habits, and safe behavior on the Internet. The growth of commercialism in schools appears to have outpaced laws and regulations at state and federal levels. Only nineteen states have adopted laws to regulate commercial activities in the classroom, and these laws vary widely in specificity and intent. Some laws permit, rather than prohibit, specific commercial activities in schools

Cross-Cultural Study on Agesim in Ad

(a) older characters, especially female and minority older characters, are underrepresented relative to the population (b) older characters are generally portrayed positively in advertising from both the image portrayal and stereotyping perspectives (c) older adults are predominantly and continuously portrayed in minor roles and background/peripheral roles (d) values presented in television commercials containing older adults and product categories promoted in such ads are very limited, indicating that commercials containing older adults may emphasize different cultural values. At times, these cultural values may reinforce negative perceptions of the aging process (e.g., an intractable association of aging and poor health), even while portraying individual older adults in a positive light. - On the other hand, the underrepresentation and limited value themes and product categories in advertising containing older characters communicates the idea that older adults are not important and not contributing much to society - Positive images serve important functions for older individuals, but if they are uncommon or inaccurate, they will lead to inaccurate feelings and perceptions of older individuals. -Research abroad is still in its infancy

Gender Roles in Ads

- are presented visually/not speaking (vs. voice over) is almost four times the odds for males, - are presented as product user (vs. authority) is more than three times the odds for males, - are presented in a dependent role/relative to others (vs. an autonomous role/independent from others) is four times the odds for males, - are presented at home/in a domestic environment (vs. at work) is about 3.5 times the odds for males, - are younger is more than three times the odds for males, - give an opinion or a non-scientific argument (vs. giving a factual/scientific argument) on behalf of a product is almost 1.5 times the odds for males, - are associated with domestic products (body, home, food) is more than two times the odds for males, - do not give their voice for the end comment is about 2.5 the odds for males, and - are presented against a background of mostly females (vs. mostly males) is more than three times the odds for males.

African Americans in Ad

-2nd largest ethnic group at 42 million -Geographically concentrated (NY, Miami, Chicago -Growing 34% faster than the rest of the pop as a whole -Nearly 6 years younger than other consumers -Households making 75K plus increased 48% in the past 5 years -More African American households than Hispanic households -Number of duel earning households is smaller -Only 36% of African American kids live in 2 parent households -Majority households headed by single women -High unemployment rate, 2x the national average

Female Responses to Stereotypic Ads

-39% said that they would talk to others about their concerns -25% would refuse to purchase a product or service -Only 10% would write a letter to advertiser voicing complaint -Only 3% would register a complaint with a formal regulatory body

Ad and Girls (12-18yr. old)

-85% reported exposure to magazines -Readers 2-3x more likely to diet/exercise to lose weight -2/3 wanted to lose weight even though only 29% were overweight -69% of girls said models influences what they though of as the ideal body image -Girls viewing tv ads with sex/beauty more likely to believe that beauty and popularity is most important -Studies link models and eating disorders

Older Demographic Media Consumption

-92% of the participants watched television daily, whereas only 85% of the general public did so -Only 47% of the respondents listened to the radio frequently, whereas 82% of the over- all population did so.

"Killing Us Softly 4" Notes

-Ad influence is quick, cumulative, and subconscious -Photos can be retouched up to 30 times, sometimes even creating whole new images and women in the process -Exploiting exoticism, POC have to have white ideals -Bodies become objects, climate of widespread violence arises because of this normalized dehumanization -Increase of cosmetic procedures on women. 12 million surgeries done per year. -Girls learn early on how important your looks are to society -Transforms even cultural differences -Passive and vulnerable body language -High fashion and infant fantasies. High rate of oversexualization. Leads to high STI and teen pregnancy rates. -Sex becomes trivial in ads

Women in the Workforce

-After a steady increase of women in the workforce since 1965 there was a small decline in 2010

Boomers Have $$ to Spend

-Almost 50% of boomers report their financial status as good or excellent -First group in recent history that will not rely solely on social security or limited pensions for retirement income -Expected to benefit from the largest transfer of inherited wealth in history -25% of those 65-72 yrs old expect to work full or part time

Zhang and Agard 7 Value Themes in Commercials for Older Adults

-Among these, health appeared most frequently (29.6%), followed by utilitarian values (26.1%) and economy (21.7%). Although enjoyment appeared in 9.1% of the commercials, family was used only in 7.9%. The least frequent value themes manifested included technology (2.1%) and achievement (1.5%). -Findings indicate a limited number of value themes manifested in TV commercials containing adults. -Value themes (e.g., modernity, youth, achievement/success, technology) common in television commercials targeting other age cohorts in previous research appear with very low frequency in commercials featuring older adults.

National Ad Review Board Checklist Questions for Female Ads

-Are sexual stereotypes perpetuated? -Are women portrayed as stupid? -Do my ads portray women as ecstatically happy over household cleanliness or deeply depressed because of their failure to achieve near perfection in household tasks?

Asian American Marketing Tips

-Bad luck to write your name in red in Japan -Don't take a pic with 3 people in Vietnam -Don't give clocks as gifts in China -Avoid dining with 7 dishes -Don't shake your foot in Korea -Colors and numbers all have different meanings in each culture

Model Gender and Product Image

-Consumers perceive products to have masculine or feminine qualities -Congruity of product/model matches result in favorable attitudes towards the product -Incongruity results in unfavorable responses -If product is seen as unisex, male/female pairings are best practice

Older People TV Representation

-Content analyzed U.S. advertisements from seven national magazines (i.e., People, Reader's Digest, Time, Sports Illustrated, Ladies' Home Journal, Playboy, and Ms.) and found that only 5.9% of advertisements contained one or more older individuals -Swayne and Greco (1987) found that 56% of the older characters played minor roles, 31.6% played major roles, and 12.3% were background roles in television commercials. -Roy and Harwood had different findings for the minor and background roles of older characters. Specifically, their findings indicated that 19.5% of older adults were portrayed as minor characters, and 52.8% played back- ground roles. Their findings also indicated that older characters were portrayed as advisors in 45.3% of commercials, 12.5% of older characters were portrayed as information receivers, and 42.2% were classified as neither.

Womens Role as Consumers

-Control 75% of the finances -Control or influence more than half of investments -Handle 89% of checking accounts in the U.S.

Matt Alderton's Recommendations for Ad to the African American Market

-Customize products -Advertise in African American media. 2x more likely to trust AA media than mainstream media. -Be relevant to your customers and pay attention to cultural nuances -Hire African American Employees

Early Ads Portrayed Proper Female Aspirations to be a

-Desireable companion -Loving Mother -Competent cleaner

Tips for Reaching the Older Market

-Don't think of older folks as just one market -Don't specify age -Cast models who reflect the age that your target market feels -Tell the whole story -Make print large and readable -Don't remind older people of their vulnerability -Show older people as they are: happy with themselves -Don't call them names -Try an ageless approach and allow people to project -Facts over fluff

Ethnic Marketing Summary

-Feature minorities in starring roles -Seek opinions of people who hail from the segments you are targeting -Be sensitive to nuances in language -Show diversity of each group -Learn about their heritage

Female Role Portrayals

-Females are more aware than men of stereotypical portrayals of women in ads -2x more women than men recognized an ad showing a dumb blonde as a negative stereotype -Use of non-sex stereotyped ads actually increase communication effectiveness

Ad Role Portrayals - Older Consumers

-Financial services: people planning for retirement -Food products: doting gpas, gmas, or empty nesters -Health related products

Roy and Hardwood Study

-Findings indicated that older people were shown generally positively; Majority of commercials featured old people as strong, happy, active, and lucid. -Older characters appeared with multiple age groups in 76.4% of commercials, followed by only appearing with older adult characters (13%), then alone (10.6%).

Characteristics of Older Consumers

-High level of media exposure (news, 5+ hours of TV daily, magazines, more movies) -Fastest growing group of online users -Brand loyalty -An affinity towards youth. Will purchase products marketed towards younger segments -Perceive themselves as 15 years younger than they chronologically are

Aging and Ad in Germany

-In addition to the population increase, the older generation holds 48% of Germany's wealth. This imbalance has led to tensions in intergenerational relationships, reflected by public discourse on injustice and problems for younger people in an aging society. -. There have been more advertisements for modern and attractive products (computers, insurance, banking) with positive old age traits such as attractiveness and agility (Thimm, 1998). Despite this trend, negative traits still occur in advertising.

Hispanics in Ads

-Largest and fastest growing minority -Account for 11% of all purchasing power in the U.S. -Hispanic community is not homogeneous. They identify by country of origin: Mexico, PR, Central America, South America -Three major trends: still comfortable with Spanish as language of choice, family is integral to hispanic lifestyle, and hispanics are a very youthful population -86% of Latinas household shoppers -Growing 4x the national avg - 1 in every 5 millennials is Latino

Lessons that Apply to All Segments

-Look at the whole group- not just one demographic available -Avoid stereotypes -Laugh with them- not at them -Make relevant ties to their special causes -Test your ads on members of the audience -Show diversity in your ads -Be cautious with even positive stereotypes

Factors of America's Ageism

-Mass immigration, having to lave families -Cultural values (we have a youth orientation) -Increased mobility -Medical advances -Devaluation of tradition

Different Types of Diversity

-Nationality groups (Polish, French, Italian-Americans) -Religious groups (Protestants, Jewish) -Ethnic Groups (Hispanics, Asians, Blacks) -Age groups -Sexual orientation

Unintended Marketing Effects on Elderly

-Older adults are invisible -Older adults are offended by depiction in media because of stereotyping in advertisements -Older adults are devalued -The media influences our worldviews of aging

Popular Ad Categories Featuring the Older Demographic

-Products that offer help and support to older people in their homes (walk-in baths, recliner chairs and stair lifts) -Food and drink (founder of the company or symbolizes long-standing expertise) -Retirement housing then the next chunk of the study ~44% -meds/vitamins, med equipment, med services -electronic equipment, DVD movies, computer-related products, -charities to age-related problems or illnesses much smaller amount of ads for -cosmetics and personal hygiene -clothes -security-related products -healthcare insurance -financial services misc. categories -soap -airlines -college courses -store cards

Effects of Physical Characteristic Stereotyping

-Reduced self-dignity and body dissatisfaction -Stereotyping of role behaviors (women taking care of children) may lead to restricted opportunities of self-development, and stereotyping of occupational roles can lead to disadvantage's in women's careers

Mediterranean Ad to Old People

-Seen as a symbol of longevity -Ideal of living a longer, fuller life -Olive Oil Campaign

Ferguson, Kreshel, and Tinkham Study

-Study of Ms. Magazine. Magazine claimed they wanted a fair editorial/content ratio and that they presented accurate portrayals of women. -Findings: top ten categories of ads in ms. magazine included alcohol, cigarettes, entertainment, autos, feminine hygiene, non-profit groups, facial cosmetics, institutional ads, clothing, meds

Asian Americans in Ads

-Tend to be affluent and more likely to be college educated than the rest of the population -Purchasing power over 700 billion in 2016 -Median household income for Asian Americans is above whites and rest of household population -Higher percentage of HH in the upper income range -31% earn more than 100K a year -Highest mean home value of all groups including whites (48/50 states) -48% hold a BA degree or higher -15 distinct ethnic groups: Chinese, Filipino, Asian American, Korean, Vietnamese, Japanese, Cambodian, Laotian, Hmong, Pakistani -Concentrated in California, NY, HI, TX, NJ, IL, WA, FL

Current Female Stereotypes in Ads

-Traditional, all-American housewife -Superwoman, powerful professional and loving mother and wife -Self-indulgent personality (I'm worth it... me generation mentality)

Gender Stereotypes Components

-Trait descriptors (self-assertion, concern for others) -Physical characteristics -Role behaviors -Occupational status

Female Portrayals in TV Ads

-Weekday: more likely to be seen as a traditional homemaker, males portrayed as husbands, professionals, and spokespersons -Primetime: more likely to be seen in positions of authority, away from home, men/women more equitable -Magazines: less traditional publications portrayed women in positions in power vs more conservative/traditional publications portrayed women in more traditional roles

U.S. Census 6 Racial Categories

-White American -Black or African American -Indian and Alaska Natives -Asian American -Native Hawaiian -Other Pacific Islander

Asian American 4 Shared Core Values

1. A group orientation 2. Emphasis on family 3. Respect for elders in the community 4. Importance of education and saving money

LGBTQ Advertising Timeline

1920s- Coverage nonexistent 30s- Homosexuals presented as a social problem 40's-50's- Seen as threats no national security 1969- Stonewall rebellion catapulted gay rights in the media 1970- Gays and lesbians protest, gay rights in media 1980's- Again viewed as threats to health, AIDS epidemic 1990's- Media coverage of gay art, gay rights, lgbtq lifestyles, gay renaissance, fun and exuberance 2000s- Media portrays gays in hegemonic notions, no threats. Gays as families and individuals, everyday gays. 2013- Same sex marriage legalized in the U.S. Big National Brands advertising to LGBT communities (Oreos, Apple, Ben n Jerrys, Target, Ikea, Coca-Cola, Kindle, Political Ads) 2017- Anti-LGBT Bills in 29 states

Stereotypes Effect on Asian Americans

Asian Americans were more susceptible to racial harassment, discrimination, bullying, or even violence than other ethnic groups. When Whites feel their status is threatened, they will turn their anger on Asians, see Asians' success in a negative light, and view them as potential dominators rather than a model minority The model minority stereotype has also been found to have a pernicious impact on the psychological, emotional, and mental well-being of Asian Americans The academic excellence of Asian Americans has tremendous psychological and social costs, such as studying harder and longer, forgoing social life, enduring loneliness and alienation, and experiencing extreme depression and stress etc. The foreigner stereotype is actually an identity denial, suggesting that Asian Americans are ostracized as an out-group or outsiders Asian Americans are depicted as perfidious foreigners who are evil and untrustworthy; as a result, they are subjugated to the racially motivated exclusion, discrimination, rejection, xenophobia, and hate crime. I.E. Chinese exclusion act 1892

Asian American Demographic Statistics

Asians are perceived as most likely to achieve academic success Asians are most likely to be perceived as nerds Asians are perceived as most likely to be left out People are least likely to initiate friendship with Asians and Hispanics. Other peer ethnic-racial groups have four times as many romantic or familial relationships as Asian Americans, perpetuating Asians as asexual and isolated

Asian Americans as the "model minority"

Asians are proclaimed as a model minority for their extraordinary success in education, affluence, strong work ethic, freedom from problems and crime, and family cohesion Scholars have been critical, arguing that the ostensibly sterling stereotype was constructed largely out of political, sociocultural, and ideological expediencies, specifically to silence the charges of racial inequality, to discredit the demands for social justice, to delegitimize the protests of racial discrimination, to support the ideology of meritocracy, and to maintain a racialized social order. This contributes to the demographic's vulnerability

Minority Communication Stereotypes

Blacks as loud, impulsive, emotional, defiant, confrontational, funny, and entertaining (Park et al., 2006), and Hispanics as verbally aggressive, emotional, and inarticulate in speech (Mastro et al., 2008). Asians are typically portrayed as poor communicators, who are quiet, shy, humble, passive, non-confrontational, and speaking poor English with accents

Types of Age

Chronological: what your license says Biological: age of your body, how well you take care of yourself Psychological: how old you feel *avoid generalizing based off of chronological age *demographic shift from Americans under 18 yrs. old decreasing and Americans over 50 increasing.

Ethnolinguistic Vitality Theory

Considers the strength of various groups in society, as defined by their status, institutional support, and demographics (e.g. are they demographically numerous, are they concentrated in a particular geographical area, are they involved in high-level governmental decision making, are they disenfranchised?) Suggests that the presence or absence of a group in the media is an indicator of that group's level of objective vitality in society

Modern Masculinity

Cultural change monitor Sarah Boumphrey (2007) suggests that cultural trends have advanced to the point that metrosexual behaviors will be seen as 'normal' by today's young males as they mature. Men today, more than ever before, are confused about what it means to be a man. The mass media ... still propagate the old stereotypical roles for men and women. Men are thus confronted with contradictory and conflicting images of themselves "In an age where sex, power, and materialism rule, it's not just men but masculinity itself that has become commoditized, packaged, and predigested for the masses."

Asian American Stereotypes in Ads

Deceptively positive on the surface, the model minority stereotype actually harbors and perpetuates other insidious stereotypes about Asian Americans, such as foreign, non-American, quiet, nerdy, and passive Asian Americans are underrepresented, occupying 2.7% of the total characters, which is less than their population percentage, 4.4%. Typically represented by the media as overachievers who were intelligent, industrious, technologically savvy, mathematically talented, self-disciplined, self- sufficient, and law-abiding Studies indicate that the media characterization of the hypothesized image was inaccurate, distorted, and misleading Portrayals of Asian Americans in advertising are skewed toward business settings and technology-based products, but they are seldom seen in family, domestic, and social settings

Extra Considerations for Advertising to the Asian American Market

Educators and parents should be more cognizant of the liabilities and vulnerabilities of the seemingly positive model minority stereotype to Asian children, particularly its psychological, social, and relational costs The nerd stereotype could have a very damaging effect on Asians' socialization process because peer exclusion from social networks could happen readily to those who are perceived as having inadequate language, communication, and social skills. In addition, the poor communicator stereotype could also limit Asian Americans' career opportunities very serious concern for educators because of its potentially devastating effects on Asian children's emotional, social, and cognitive developments, which are unfortunately largely unnoticed by educators rejected children often suffer from excruciating pain, depression, loneliness, and stress are socially withdrawn, paralyzed, and crushed (Thompson, Grace, & Cohen, 2001), and might produce other or self-directed violence and punishment

T. E. Robinson Study

Findings indicated that in ads targeted at the older market, older individuals were most frequently portrayed as happy/content (39.1%), sick & feeble (22.8%), active & healthy (16.3%). In ads targeted towards all other consumers, older individuals were portrayed as happy/content (65%) and competent/intelligent (12.5%). Featured in scenes outdoor (63%), studio (16.3%), and home (8.7%).

The Nerdy and Left Out Results

H1 proposed that Asian Americans will be perceived as more likely to achieve academic success than other racial-ethnic groups. As predicted, Asians were rated the highest in academic achievement (M 4.32, SD 0.73), followed in the order by Whites (M 4.04, SD 0.66), Blacks (M 2.58, SD 0.80), and Hispanics (M 2.40, SD 0.86). Thus, Asian Americans are perceived most likely as nerds, followed by Whites. Hispanics and Blacks are perceived least likely as nerds. H2 was supported. In line with our expectation, Asians were rated the highest in peer rejection (M 3.58, SD 1.11), followed by Hispanics (M 2.94, SD 1.03), Blacks (M 2.53, SD 0.94), and Whites (M 1.91, SD 1.01). People were least likely to initiate friendship with Asians and Hispanics, followed by Blacks. People are most likely to initiate friendship with Whites. People's perceptions and judgments about Asian Americans are aligned with the media representations and these stereotypes affect people's intent to interact with Asians. Asians are perceived as the model minority who excel academically, the nerds who lack social and communication skills, and the foreigners who are often left out. The media activated racial-ethnic stereotypes about Asian Americans appear to be widely accepted by the general public. People's perceptions about Asian Americans are much aligned with the media representations, and these stereotypes impact people's interaction with Asians.

Aging in China and India

Harwood and Roy (1999) content analyzed the presence and portrayal of older characters in Indian and American popular magazines (women's, sports, entertainment, news, and business). Results showed that older female characters were underrepresented in both cultures. India, older female characters composed 25% of the older magazine population, whereas in the U.S. older female characters constituted 32% of the older characters. Older characters in these two cultures were positively portrayed as equally well-groomed, active, healthy, and happy, but the facial expressions of older characters in the United States were more positive than their Indian counterparts. Indian older characters were shown more often than their American counterparts in work situations. Indian advertisements had a greater imbalance of older men versus older women than in the United States—older men outnumbered older women more than three to one in the Indian ads. Respect for older adults was salient in the Chinese commercials These findings indicate that media advertising reflects local culture.

"Who is Perceived the most American?" study

In an experimental study investigating who is perceived as American, Cheryan and Monin (2005) found that Asian faces were rated as the least American, followed in order by Hispanic faces, Black faces, and White faces, respectively, so White faces were rated as the most American.

Commercialism in Schools

In exchange for advertising space and marketing research, businesses provide money, teaching materials, technology resources, and sports equipment. Since 1990, commercial activity in schools has risen 473 percent Opponents to commercialism in the classroom view the practice as something akin to the Hansel and Gretel tale, in which companies offer nourishment to children, only to "cook" their minds with advertising and consume their attention, opinions, and money. Cost may include a compromised learning environment, parental and community protest, and litigation. Defenders, on the other hand, view these exchanges as natural symbiotic relationships that benefit both businesses and children. Defenders also say revenue from "the most common and lucrative type of commercial activities"-soft-drink sales through exclusive vending contracts and short-term fundraising events-represented only a small percentage of districts' overall budgets. As the public debate intensifies over commercial activities in schools, cash-strapped districts are increasingly finding themselves caught in the middle.

Swayne and Greco Study

In television commercials, older individuals appeared alone in 14%, with their peers in 8%, and with children in 4% of the commercials. Older people appeared with multiple age groups in 75% of the commercials. Older characters in television commercials were predominantly placed at home (56%), followed by in business settings (18%) and other settings (14%)

Hispanic Market Statistic

Largest minority Have resisted acculturation into mainstream U.S. culture due to their large numbers and likeliness to retain a strong ethnic identity Hispanics are more likely to use Spanish-language media, have more positive attitudes towards ads with Spanish verbiage and buy a product advertised with Spanish verbiage. Strong Hispanic identifiers are more likely to use Spanish-language media, to have more positive attitudes toward advertising and purchase products advertised to hispanics

Male Portrayals in Ad

Male roles in commercials and advertisements have changed very little over time, largely because 'men's roles in media have been tacitly viewed as unproblematic' The biggest change in male portrayal in commercials was in male aggressive roles (measured by displays of forceful, competitive, antagonistic, or possessive behavior). in 2007, advertising clearly targeted at men, such as on sports programming, did not stress the nurturing father to any extent whatsoever. Bumbling and failing fathers. Previous research has identified (as discussed in the literature review) the growing problem of men seeing advertising as a barrier to their transition to becoming involved parents. Women are being shown in less stereotypically traditional roles, but male portrayals still reflect a very traditional masculine perspective, including the portrayals shown to boys. Women do not see much violence in commercials, but men and children do (though the violence is largely limited to commercials target- ing boys)

Spokespersons and Minorities

Minority group members are more likely to deem their ethnicity important and to trust spokespersons of similar ethnicity, which induces more positive attitudes towards the advertised brand Consumers exposed to ads consistent with their ethnicity spontaneously self-reference the ad, which leads to more positive attitudes towards the brand and stronger intentions to buy the advertised brand, and more favorable impressions of the advertised brand. Minority targeting has been found to result in more identification with and trust of a source similar to the buyer as well as increased favorability toward the advertisement and brand Minorities enjoy a sposkesperson who is one of their own more than those in the majority enjoy having a spokesperson of one of their own For both low and high involvement products consumers with higher levels of ethnic identification rated ads with hispanic characters significantly higher than consumers with lower levels of identification

How Age of Character is Used

Old age may be "set up"by the advertisers as a possible negative condition that can be overcome if only the consumer buys the product. Ex: food supplements and health supplies Can be portrayed humorously as comic or amusing. Viewer may be encouraged to laugh with the character portrayed or may even be encouraged to laugh at the character and old people in general. Portrayed as being surrounded by family—often the message implies that it is your duty to stay well, fit, or financially viable for your family's sake. Used to endorse products, and these can be celebrities or "ordinary" members of the public.

Ad Agencies that target Gay Clients

Out Now Global, SPI marketing, Human Rights Campaign, Community Marketing and Insights (LGBTQ survey)

Beauty Stereotypes

Perfect woman: tall, thin, white, thick glossy hair Real woman: diff 7 inches and 30 lbs. Results: -Body dissatisfaction -Depression -Unhealthy dieting/eating disorders -Smoking -Cosmetic surgery

4 Types of Commercial Activity Present in Schools

Product Sales: exclusive contracts for soft drinks Direct Advertising: posters in corridors Indirect Advertising: educational materials sponsored by a corporation or trade association Market Research: Taste tests etc Businesses often engage with 2 or more ways

National Association of State Boards of Education on Commercialism in Schools + Recommendations

Rules that schools should not let pouring rights go overboard. Fruit juice, bottled water, and food items with nutritional value must compose a certain proportion of the products offered for sale. Fruit juice, bottled water, and nutritious food items must be sold at attractive prices. Soft-drink serving sizes must be moderate. The vendor must help sponsor promotional materials and events to encourage healthful eating habits. Set specific educational goals, together with a time line, for the sponsorship. Design a school policy on commercial activities in schools in advance and include parents and the larger community in the process: "Drawing the line between the public and private interest before the first marketer targets your school or district, and involving your community in this important discussion, can prevent community dissension, parental protest, and possible litigation after the fact Consider a variety of potential sponsors. Research each company's past interactions with schools, including community, teacher, and student response; impact on the educational environment; whether students were approached as learners or as consumers; percentage of profits shared with schools (if appropriate); and past lobbying efforts that may have had an impact on educational programs and funding. Network and share information with other schools, districts, and states, as well as national education organizations. If possible, adopt a shared set of guidelines for interactions with businesses. Seek contracts that guarantee your school's or district's satisfaction and that do not penalize your school for withdrawing for any reason or at any time. To avoid the possibility of over dependence on funds from the business community, clearly delineate a phasing-out process. Schools might even consider enlisting active support for adequate public funding from local businesses. Never force a child to participate in a sponsorship-related activity. Once the sponsorship is under way, frequently assess activities, taking into account responses from teachers, students, parents, and the larger community. Publicly acknowledge businesses' efforts that are respectful of the values and standards of the school or district.

How School Policies should Address Commercialism

Students under thirteen years of age should not provide personal information such as name, address, or other contact information on the Internet unless the information is for an approved, legitimate educational purpose. When teachers select sites for student research, the sites should be analyzed for quality, appropriateness, and suitability of educational content, and reviewed for the presence of banner ads. Teachers should guide the research activities of students to limit their exposure to banner advertising.

Cultivation Theory

Television has long- term effects on viewers that are small, gradual, indirect, while at the same time cumulative and significant. Television viewing has been shown to contribute to the learning of gender stereotypic perceptions amongst children

Mirror vs Mold

The "mirror" argument states that advertising reflects values that already exist (Holbrook 1987) The "mold" argument, on the other hand, assumes that advertising is able to mold and shape the values of its target audience marketers apparently react to gender-related developments in society and use existing values in a society to promote their brands rather than trying to alter these values.

Relationship Between Product Involvement and Ethnic Identification

The interaction between product involvement and ethnic identification was significant. Preference for hispanic character ads was higher for low involvement products than for high involvement products There will be an ethnic identification x product involvement interaction such thats the difference in attitudes will be greater as ethnic identification increases. (so only for low involvement products)

Channel 1

a daily televised ten-minute newscast beamed by satellite to some 12,000 secondary schools enrolling more than eight million students. "On average, twelve daily minutes of a secondary school's time costs almost $158,000 a year. This cost is far in excess of both the total value of Channel One's equipment ($17,000) and the annual rental value of the equipment ($4,000) in every state."

Advertisers Approach to Modern Masculinity

advertisers are aware that gender roles are changing, but they have found it is important not to rob men of their masculinity. Marketers are not responsible for the changing gender norms, but they are adding to the difficulties faced by men during these changing times.

telemasculinity

aggression is experienced through 'male toys' such as video games; Fiske, 1987; Tuncay and Otnes, 2007

Hegemonic Masculinity

aka idealized form of masculine character harms men because -it narrows their options -forces them into confined roles -dampens their emotions, inhibits their relationships with other men -precludes intimacy with children -limits their social consciousness -distorts their self-perception -dooms them to living in fear of not living up to the masculine ideal mounting evidence of the declining physical and emotional health of men as supporting the contention of a crisis of masculinity. For example 2004 suicide rates among US men aged 25 to 34 in 2001 were double those in 1980, and males now account for one in five cases of anorexia 86% of all adolescent suicides are committed by boys.

hero shot

an ad containing an image of a lone man, conquering some territory, villain, or at least underarm odor.

Hummert's Study

both positive (golden ager, per- fect grandparent, John Wayne conservative) and negative (severely impaired, despondent, shrew/curmudgeon, recluse) aging stereotypes exist in our society. there continue to be con- cerns with the overwhelming association of aging with ill health in advertising. Even positive portrayals of older adults often reference ill health or occur in advertising for health-related products

buddydom

celebration of masculinity through relationships with men, just as between Australian mates or the bonding found by Belk and Costa

Holt and Thompson Findings

discuss some men's attempts to use consumption to avoid the 'emasculation' occurring due to these changes. male identities are structured by themes of differentiation, separation, and autonomy, whereas female identities are structured by themes of identification, connectedness, and forming relationships. Males are predisposed toward a self-focused and autonomy-driven orientation.

Asian Women Stereotypes

frequently depicted in contradictory stereotypes, either as silent, humble, obedient, exotic, and hypersexualized dolls, or as evil, deceitful, seductive, and ruthless dragon ladies Asians are consistently represented as inassimilable foreigners who are never American, speak poor English, and lack appropriate social skills

TV viewing influences viewer's age________ & _________ towards their own and other age groups

identity & attitudes

Wetherell and Edley Studies

listed three categories: Heroic, Ordinary, and Rebellious.

The Cognitive-Transactional Model of Media Priming

media content activates stereotypes about social groups, affects the development of schemata about selves and others, and influences perceptions about the stereotyped groups

Pleck's Study

men in all societies were being subjected to an unprecedented number of pressures due to social, economic, historical, and political change, resulting in serious male identity crises as men attempted to meet the many conflicting and contradictory demands made of them due to their male sex role.

Russell's Developmental Model for Fathers

moral teacher, breadwinner, and sex-role model, nurturing father

Cantor's Findings

only a small portion of the current barrage of television images contains positive models of men as nurturing parents, and even those provide very mixed blessings about fathering.

Asian Men Stereotypes

portrayed as culturally ignorant, effeminate, asexual, isolated, and subservient martial artists or cunning villains Asians are consistently represented as inassimilable foreigners who are never American, speak poor English, and lack appropriate social skills

Bamboo Ceiling

prevents Asian Americans from attaining management positions, getting promotions, and obtaining jobs in professions that highlight language, social, and communication skills

Distinctiveness Theory

supports the idea that a person's distinctive traits in relation to other people in the environment will be more salient to the person than more common traits. Thus a person's ethnicity is more likely to be spontaneously evoked in social contexts in which others of the same ethnic group are few

Hegemony

the ability of the dominant social group to obtain consent from those being subjugated; most often the subjugated can be led to consent to their own oppression.

David and Brannon's 4 Main Masculine Expectations

the big wheel (a preoccupation with competition, achievement, and success) the sturdy oak (an emphasis on physical toughness and emotional stoicism) no sissy stuff (homophobia and an avoidance of all things feminine) and give 'em hell (an emphasis on being aggressive and forceful)

US Dominant Cultural Values on TV

the dominant cultural values identified in the United States include: enjoyment youth independence economy modernity technology utilitarian values achievement

Cultivation Theory

the more time individuals spend consuming media, the closer their views are to the "world" created by media. Repeated and extended exposure to media images influence's viewer's perceptions of social reality in the direction of the world constructed by media. Television has the ability to homogenize individual's divergent views.

2 Thematic Representations of Men in Television Ads

the stoically macho man and the horse's ass The ridiculing and hegemonic (regulation) images seen by men serve to maintain traditional perspectives that fail to provide any encouragement for men to perform traditionally atypical roles associated with alternative definitions of masculinity.

Lareau's Findings

while fathers saw themselves as being involved in their children's lives, their contributions were not hands-on as were those by mothers; rather they involved playfulness, the transmission of life skills, and conversational dominance. Lareau also noted that most fathers, unlike mothers, did not know the names of their children's friends.

Factors on Asian American Stereotype

yellow peril stereotype led to blatant racial targeting and xenophobia against Asian Americans Asian immigrants were once legally excluded and disenfranchised to avoid the White culture being overtaken and out- powered by inassimilable Orientals

Ylänne-McEwen and Williams "Groupings" for the Older Demographic

young at heart: depicting old people enjoying life glamorous/stylish: depicting young-looking and sophisticated elders "stereotypical": depicting traditional roles or elders needing certain products (dependent, incapable) family: showing elders as grandparents or in other family roles products for convenience: depicting mobility and other life-enhancing products