The contradictory effects of nostalgic advertisements on nostalgia for products and on remembering advertisements1

Our purpose was to investigate the relationships between the names of items that easily evoke nostalgic feelings and nostalgic advertisements from the perspective of nostalgia for the names of these items and from the perspective of source monitoring. We measured the effect of nostalgia on source monitoring and whether the names of items evoked nostalgic feelings when they were presented alone. We found that, from the perspective of the nostalgic feelings, we directly demonstrated that the names of articles that easily evoke nostalgic feelings are more likely to evoke nostalgia when they are presented with nostalgic advertisements than when they are presented with non‐nostalgic advertisements. From the perspective of source monitoring, we revealed that nostalgic advertisements are more forgettable than non‐nostalgic advertisements when they present the names of articles that easily evoke nostalgic feelings.     

Masculinity threats influence evaluation of hypermasculine advertisements

ABSTRACT

The precarious manhood paradigm posits that many men view their gender as a social status that must be earned and maintained, and can be lost. The present study applied the precarious manhood paradigm to a hypermasculine advertisement. A sample of 208 men was collected online. Using a false feedback paradigm, men’s masculinity was either threatened, or not threatened. The men then viewed one of two commercials. One commercial was a neutral, control advertisement, and one was a hypermasculine advertisement. We also measured participants’ endorsement of masculine norms. Results of a moderated moderation analysis indicated that men in the threat condition were more likely to view the hypermasculine advertisement as being masculinity-enhancing, if they also endorsed the masculine norms of Winning, Heterosexual Self-Presentation, and Power over Women. Results for future research applying precarious manhood to advertising, and implications for clinical work with men, are discussed.     

Sex stereotyping in children's toy advertisements

Forty-eight categories of toys were rated in terms of sex appropriateness by 48 students. A sample of 392 pictures of children with toys in 12 toy catalogs and 538 pictures of children with toys on toy packages in four retail stores was coded according to toy type and sex(es) of children shown. The rated sex stereotype of the toy category proved to be very strongly related to the sex(es) of the children shown with the toy in catalogs (r=.89) and on toy packages (r=.87). Toys rated as moderately sex typed by raters were just as strongly stereotyped in toy advertisements as those rated as strongly sex typed.An earlier version of the paper by Lori A. Schwartz received the Howard W. Odum for the outstanding undergraduate paper of 1983 from the Southern Sociological Society.     

Women in advertisements in medical journals

To determine the images of women in picture advertisements, a stratified random sample of 32 medical journals, representing approximately 12% of medical journals published in the United States that are directed toward physicians in clinical practice, was subjected to content analysis. The sample consists of 209 different ads. The subjects of the ads included men, women, and children representing a variety of ethnic, racial, and socioeconomic groups. Notable, however, was the preponderance of Caucasian males pictured as physicians and the absence of women and people of color in this role. Women are pictured as 68.1% of consumers and men as 31.9%, a significant difference. Statistically significant differences also occur in the images of men and women as consumers. Most of the workers are men (68.2%), another significant difference. When women depicted are workers, they are secretaries and waitresses. Portrayals of women in medical advertisements continue to be stereotyped and outdated.     

Sex role stereotyping in Australian television advertisements

Television has attracted considerable attention in recent years because of alleged bias in its sex-role content. Studies of television in Great Britain and the United States have generally fuelled concerns that the medium presents male and female characters in traditionally stereotyped ways. Comparatively little research has focused on the way men and women are depicted in other nations' television. Such analyses contribute towards a more comprehensive account of sex role stereotyping and to cross cultural investigation. The present study examined the portrayal of male and female characters in a sample of contemporary Australian television advertisements. A sample of evening commercials was analyzed using measures developed in North American and British work. Strong evidence of differences in the presentation of male and female characters was obtained, and the differences were consistent with those reported in studies of television content in the northern hemisphere. There is little reason to suppose that this area of Australian media is changing substantially in response to public debate. The implications of possible differences between nations in terms of sex role stereotyping in commercials are discussed.     

Sexual strategies theory and Internet personal advertisements.

Sexual Strategies Theory supposes that certain characteristics--namely, physical attractiveness in women and dominance and the ability to provide material resources in men--are highly desirable to potential mates because they are evolutionarily advantageous. However, socially based characteristics (e.g., positive personality traits, common interests) are also desirable in potential mates. It was predicted that people who are weaker on evolutionarily advantageous traits (i.e., less attractive women, less wealthy men) would emphasize alternative, socially desirable traits to compensate for these perceived deficiencies. One hundred fifty-one Internet personal advertisements were analyzed for attractiveness, income, mention of physical attributes, and mention of other positive personal characteristics. Results were generally consistent with predictions. In males, both wealth and attractiveness were related to decreased emphasis on other positive personal characteristics, while in women, emphasis on physical attributes (but not objectively rated physical attractiveness) was negatively related to emphasis on other positive personal characteristics.     

Just a joke. Psychogenesis of humor in alcohol advertisements

This article asks what psychic functions humorous alcohol advertisements employ and how they are connected to the wider cultural meanings of alcohol. The material comprises 27 advertisements televised in Europe in 2013. The material is primarily examined using Freud’s ideas regarding the psychogenesis of jokes. Freud’s conceptions of humor provide in-depth point of views to understand how the advertisements address the viewer’s mind. We recognized three psychic processes: the pleasure of nonsense, recognition of the familiar, and liquidation of criticism. We argue that these are essential psychic activities which characterize the more or less unconscious functioning and content of humorous alcohol advertisements. The article suggests that the humorous strategies recall the infantile pleasure connected to playing with language. The humor in alcohol advertisements may also liquidate the critical attitudes toward drinking, enforce the process of denial of addiction and prohibit the reality-based reflection of alcohol use.     

Doctoring medicine: Reading between the lines of drug advertisements

With the aid of techniques of art and literary criticism, I investigate the ideological function of drug advertisements. I propose that the deleterious effects of advertising practices on medical care extend well beyond the usual level of critical awareness of physicians.     

The effect of gaze cues on attention to print advertisements

Print advertisements often employ images of humans whose gaze may be focussed on an object or region within the advertisement. Gaze cues are powerful factors in determining the focus of our attention, but there have been no systematic studies exploring the impact of gaze cues on attention to print advertisements. We tracked participants' eyes whilst they read an on‐screen magazine containing advertisements in which the model either looked at the product being advertised or towards the viewer. When the model's gaze was directed at the product, participants spent longer looking at the product, the brand logo and the rest of the advertisement compared to when the model's gaze was directed towards the viewer. These results demonstrate that the focus of reader's attention can be readily manipulated by gaze cues provided by models in advertisements, and that these influences go beyond simply drawing attention to the cued area of the advertisement. Copyright © 2010 John Wiley & Sons, Ltd.     

The indirect impact of child-oriented advertisements : On mother-child interactions

The Federal Trade Commission (1978) has expressed concern about the direct and indirect effects that commercial food advertisements have on children and families. Based on these concerns, they suggested banning all advertising aimed at young children. The present experiment was designed within the context of concern about the influence of television food advertising on parent-child interactions. It was predicted that mothers whose children viewed a television program with embedded food advertisements would display more control strategies and more power assertion while grocery shopping than mothers of children who were not exposed to advertisements. The results corroborated this hypothesis and, in addition, revealed that children who viewed the food advertisements attempted to influence their mothers' consumerism more than children who did not view the food advertisements. These results were discussed in terms of the importance of considering how television-viewing indirectly influences the quality of parent-child interactions.     

Advertisement–programme congruence in memory of sexual fragrance advertisements

The current study explored the effect of sexual content in advertisements and the programme–advertisement congruence on the memory of sexual and nonsexual advertisements. Seventy participants (41 females and 29 males) were randomly allocated to one of four conditions. They viewed either The Bachelorette (sexual programme) or I'm a Celebrity… Get Me Out of Here! (nonsexual programme) with sexual or nonsexual fragrance advertisements placed within the programme. The order of the advertisements was counterbalanced across participants to control for order effects. Free and cued recall of the advertisements were assessed. As predicted, there was a main effect of advertisement type, with the sexual advertisements better recalled than the nonsexual advertisements. Contrary to our prediction, the sexual content of the programme did not have an effect on advertisement recall. There was an interaction between the advertisement type and programme type; sexual advertisements were remembered better when embedded within a sexual programme. Limitations of this study are considered.     

The stereotyped portrayal of men and women in British television advertisements

This study examined the portrayal of men and women in a sample of British television commercials, attempting to replicate and extend past investigations done in America, Britain, Canada, and Italy. The aim was to update British research and to compare findings across cultures. One hundred and eighty daytime and evening commercials were content analyzed by two white raters, one male and the other female, to check reliability. The attributes of each of their central figures, who were over 90% white, were classified into 11 categories: Gender, mode of presentation, credibility, role, location, age, argument, reward type, product type, background, and end comment. The findings were that sex role television stereotyping in Britain was more or less constant across time, compared to studies done 5 and 10 years ago, but were weaker than in Italy and comparable to North America. The implications of such findings for the maintenance of sex roles are discussed.     

Young children's ability to recognize advertisements in web page designs

Identifying what is, and what is not an advertisement is the first step in realizing that an advertisement is a marketing message. Children can distinguish television advertisements from programmes by about 5 years of age. Although previous researchers have investigated television advertising, little attention has been given to advertisements in other media, even though other media, especially the Internet, have become important channels of marketing to children. We showed children printed copies of invented web pages that included advertisements, half of which had price information, and asked the children to point to whatever they thought was an advertisement. In two experiments we tested a total of 401 children, aged 6, 8, 10 and 12 years of age, from the United Kingdom and Indonesia. Six‐year‐olds recognized a quarter of the advertisements, 8‐year‐olds recognized half the advertisements, and the 10‐ and 12‐year‐olds recognized about three‐quarters. Only the 10‐ and 12‐year‐olds were more likely to identify an advertisement when it included a price. We contrast our findings with previous results about the identification of television advertising, and discuss why children were poorer at recognizing web page advertisements. The performance of the children has implications for theories about how children develop an understanding of advertising.     

Personal advertisements of male-to-female transsexuals,homosexual men,and heterosexuals

Transsexuals, because of their attempts at gender reversal, offer a unique opportunity to study self-presentation, social roles, and stereotypes. The present study is a content analysis of personal advertisements of male-to-female transsexuals (TM, N =99), homosexual (HoM, N =64) and heterosexual men (HM, N =99), and heterosexual women (HW, N =99). Advertisements were coded for the presence or absence of 11 characteristics either offered or sought, based on the 1984 work of Deaux and Hanna. The content of TM personal advertisements was significantly different from those of HW, HM, or HoM. TM mentioned physical characteristics and sincerity, and requested friendship most often; HoM mentioned sexuality most often; HM offered financial security and status in the form of occupation, and listed marital status most often; and HW offered personality characteristics and attractiveness most often. Several factors may contribute to the pattern of differences observed, including the fact that TM were more likely to be seeking friendship than sexual partners, in contrast to the other three groups.     

A conceptual replication and extension of erving goffman's study of gender advertisements

The analysis of visual imagery in magazine advertising can be approached directly or indirectly insofar as gender messages are concerned. Using Goffman's theoretical underpinning, some of the more subtle clues regarding gender relations, gender stereotyping, and gender roles were explored. Over 1000 advertisements, selected from Good Housekeeping, Sports Illustrated, Time, MS, Gentlemen's Quarterly, and Rolling Stone were content analyzed using Goffman's decoding behavior methodology. The results demonstrated that the feminine touch and ritualization of subordination were fairly often discovered; licensed withdrawal occurred somewhat; and relative size, function ranking, and the family very infrequently. The findings reported were provocative and suggestions for future research are enumerated.Because of the feminists the most ordinary verbal exchange between men and women now reverberates with new meaning; the most simple gesture, familiar ritual, taken-for-granted form of address has become a source of new understanding with regard to relations between the sexes and the social forces at work behind those relations (Gornick 1976, p. vii)The authors would like to express their gratitude to Tracy Ellman for his assistance in this research project, and to Richard A. Stivers, Raymond L. Schmitt, and William L. Tolone for their theoretical and methodological contributions.