[group 2] representation and the construction of social reality
TRANSCRIPT
![Page 1: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/1.jpg)
Representation and the Construction of Social
RealityChapter 3
© Group 2
Thu HiềnBảo TrânBích NgọcDuy ĐứcTrang Đài
![Page 2: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/2.jpg)
OUTLINE• The semiotic approach by Ferdinand de Saussure Thu Hiền • The discursive approach by Michel Foucault Bảo
Trân
![Page 3: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/3.jpg)
Representation and the Construction of Social Reality
“…is the production of the meaning of the concepts in our minds through language.
…is the link between concepts and language…”
(Stuart Hall, Representation: Cultural Representations and Practices, 1997)
![Page 4: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/4.jpg)
The phenomenon of teenage violence in Victoria, British
Columbia
INCREASE!!!!
DECREASE!!!!
Media Statistics
![Page 5: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/5.jpg)
The phenomenon of teenage violence in Victoria, British
Columbia
1984 20010
200
400
600
800
1000
1200
The youth popula-tionThe youth crime
Youth crime = 50% of the youth population
![Page 6: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/6.jpg)
“Language and other structures of representation
construct rather than reflect the reality.” INCREASE!!!
! DECREASE!!!!
Media Statistics
Post structuralism
![Page 7: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/7.jpg)
Research Questions (p.58-59)
1. How do language and other sign systems work to create (or signify) social meanings?
2. How do different media genres (ads, news, entertainment) and different types of media (TV, print) help shape the production of meaning?
![Page 8: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/8.jpg)
The Swiss linguist Ferdinand de Saussure. Language = a system of signs expressing
ideas.What is a sign?“A sign can be a word, a gesture, a facial expression, an image, a musical note, even an item of clothing – anything that refers to something else, and is recognized as doing so by users of the sign system.” (p.60 – para.1)
1. How do language and other sign systems work to create social
meanings?
![Page 9: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/9.jpg)
Saussure’s structuralism
The two parts of a sign:
LION
CONCEPT
FORM
© http://www.aber.ac.uk/media/Documents/S4B/sem02.html
![Page 10: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/10.jpg)
The relationship between the signified & the signifier
© Semiotics: The theory behind media literacy
- Inseparable- Arbitrary- Determined by societal
convention
- Inseparable- Arbitrary- Determined by social conventions
![Page 11: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/11.jpg)
© Semiotics: the theory behind media literacy
![Page 12: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/12.jpg)
“COCK”
![Page 13: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/13.jpg)
SemioticsWhat is semiotics?Semiotics = the study of role of signs as part of social life. (http://www.aber.ac.uk/media/Documents/S4B/sem01.html)
Leading modern semiotic theorists: the French cultural theorist Roland Barthes.
Modern semiotic theory stresses the role of ideology.
![Page 14: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/14.jpg)
Myth todayMyth is a second-order semiotic system. “…elaborates Saussure’s theory of how
meaning is encoded in signs...” (p.62 – para. 3)
![Page 15: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/15.jpg)
Levels of meaning1. DenotationA photograph of the movie star
2. Connotation3. Mythological (or
ideological)
A photograph of the movie star Marilyn Monroe.
Depression, drug-taking, etc.
The Hollywood dream.
http://www.aber.ac.uk/media/Documents/S4B/sem06.html
![Page 16: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/16.jpg)
Discourse and Power
Discourse is about the production of
knowledge through language.
Michel Foucault
Nothing has any meaning outside
of discourse.
![Page 17: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/17.jpg)
Historicizing discourse: discursive practices
Things meant something and were true, only within a specific historical context.
Discourse produced forms of knowledge, objects, subjects and practices of knowledge, which differed radically from period to period.
![Page 18: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/18.jpg)
Female hysteria (or hysterical woman)
![Page 19: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/19.jpg)
A new kind of criminality – “mugging”
![Page 20: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/20.jpg)
“Carjacking”
“Home invasion”
“Drive-by shooting”
![Page 21: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/21.jpg)
The Social Construction of YouthA ‘Youth’ - a person between 15 and 25.‘Youth’ – a slippery concept with no clear
biological or cultural grounding.‘Youth’ – the dominant class was closely tied to
urban development.The formation of youth gangs and subcultures.
![Page 22: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/22.jpg)
Media and Youth CrimeCrime is a dominant feature in news.The media make crime stories meaningful.Crime stories play a key role in defining the
bounds of community.The media focus on particular crimes at
particular times and particular forms of crime rather than others.
![Page 23: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/23.jpg)
Victoria’s (not-so-nice) secret
![Page 24: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/24.jpg)
Moral PanicA moral panic is an intense feeling
expressed in a population about an issue deemed to be a threat to, or shocking to the “proper” social.
Moral panic is partly caused by the media to society.
![Page 25: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/25.jpg)
SummaryRepresentation is the process by which
members of a culture use language to produce meaning.
Post-structuralism: languages construct rather than reflect reality.
Semiotics: sign = signifier+signified. The three levels of meaning: Denotation – Connotation – Myths.
Meaning is a result of a signifying practice. Discourse is a system of representation which is
about the production of knowledge through language.
The media do not just inform us about events that are going in our society; it re-present those events as part of what society should look like.
![Page 26: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/26.jpg)
Discussion Questions1. “Q: When is a sheep not a sheep?
A: When it’s a work of art.” (Damien Hirst, Away from the Flock, 1994)
Imagine that the sheep mentioned above is Dolly - the first mammal to be cloned, explain this answer. 2. Give an example of an advertisement, in which
the theory of modern Semiotics by Roland Barthes is applied.
3. Find and talk about at least two examples of moral panic in Vietnam recently (consider words or phrases that have entered, or re-entered, public discourse recently to describe "new" social phenomena).
![Page 27: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/27.jpg)
CHAPTER 2
:
ADVERTIS
ING
© G
RO
UP
2
![Page 28: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/28.jpg)
OUTLINE
Approaches to Advertising
The Cult You’re In, Kalle Lasn
Salespeak, Roy Fox
Advertising’s Fifteen Basic Appeals, Jib Fowles
How Advertising Informs to Our Benefit, John E. Calfee
Images of Women in Advertising Trang Đài
You’re Soaking In It, Jennifer L. Pozner
Beefcake and Cheesecake: Insight for advertisers, Marilyn
Y.Jones, Andrea J.S.Stanalan and Betsy D.Gelb
Bích Ngọc
Duy Đức
![Page 29: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/29.jpg)
The Cult You’re In Kalle Lasn
![Page 30: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/30.jpg)
The effect of all of the products and brand names that Lasn
includes in this article
Nike sneakers
A Planet Hollywood cap
Tommy Hilfiger jackets
Air-walk sneakers
Pepsi
Coke
…
Products / Brand name used by famous peoplemake the majority followingSuccess in advertising
![Page 31: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/31.jpg)
The title: The Cult You’re In
meaning: Cult - worship
Pronoun: “you” – directly
the author want the readers directly mentioned in it create the immediate trends in advertising
Advertisement tell us what to think, what to dream.
![Page 32: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/32.jpg)
DREAM
![Page 33: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/33.jpg)
A significant point in the article
Dream: unique & imaginative
But, the same dream: wealth, power, fame, plenty of sex and exciting recreational opportunities.
![Page 34: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/34.jpg)
Same dream: popular, mass do a same one
follow
the same
popular culture
![Page 35: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/35.jpg)
Discussion
What does it mean when a whole culture dreams the same dream?
![Page 36: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/36.jpg)
SalespeakRoy Fox
![Page 37: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/37.jpg)
In the beginning: Pepsi Anderson and her experience in school was a little annoying and outrageous
Fox is being realistic, since he later says that Pepsi's world is already here
Ex:
sales companies target kids in their advertising
how school administrators in Michigan are considering auctioning off school names to the highest bidder.
Salespeak Roy Fox
![Page 38: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/38.jpg)
Salespeak Roy Fox
Salespeak?
persuasive
type of entertainment or escapism
employs a systematic approach in targeting its audience
Type of message about transactions b/w people
"salespeak is more that a voice we hear and see: we also wear it, smell it, touch it, play with it."
![Page 39: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/39.jpg)
Salespeak?
It is very persuasive because it uses facts, logic, and language to get consumers to buy into what is trying to be sold.
It entertains, arouses, plays with emotion, and uses sounds and music.
It works because Salespeakers collect and analyze information about a specific "targeted" audience and forms a message based on what that audience wants to hear
![Page 40: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/40.jpg)
In the world today, nearly every facet of life is linked to sales or advertising
As young children: exposed to advertising and everything sounds like we should have the best shoes, or clothes, or whatever.
we grow up learning to listen to advertising so we know what is the best and what is not.
![Page 41: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/41.jpg)
Short information about the product/service
Not focus on what we truly need, but on what we may desire
Little control in advertising in America
Approaches to Advertising
![Page 42: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/42.jpg)
Elements in doing an advertisement
Where appear ?
Who can see it ?
How often appear ?
How messages constructed ?
How money budgeted ?
![Page 43: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/43.jpg)
Advertising’s Fifteen Appeals
Jib Fowles
![Page 44: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/44.jpg)
Advertising Appeal
The advertising appeal refers to the approach attract the attention of consumers and influence on their feelings.
Can also be viewed as “something that moves people, speaks to their wants or needs, and excites their interest.”
![Page 45: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/45.jpg)
Emotional appeals
Emotional appeals relate to the customers’ psychological needs such as consumers’ emotion and feeling
Many’ motives for their purchase decisions are emotional
![Page 46: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/46.jpg)
The need for
sex
Advertisers appeal to the
need for consumer’s
attraction, though it’s quite
easy for the ad to become
to blatant
![Page 47: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/47.jpg)
Need for affiliation
As a part of human nature, we desire to be in good company and to have good relationships.
![Page 48: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/48.jpg)
Need to nurture“to feed, to support, help, console, protect, comfort, nurse, heal.”
For take care of small defenseless creatures such as children and pets
![Page 49: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/49.jpg)
Need for guidance
Every human has a need to be nurtured, protected, shielded, guided
![Page 50: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/50.jpg)
The Need for Prominence
A portion of human nature is the desire for prestige and high social status.
![Page 51: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/51.jpg)
The Need for Attention
A primitive human instinct is the desire to be looked at.
![Page 52: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/52.jpg)
The Need for Autonomy
The need to be individual and independent.
![Page 53: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/53.jpg)
The Need to Dominate
A human desires to be powerful, strong
![Page 54: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/54.jpg)
The Need to Satisfy Curiosity
Humans are curious by nature.
![Page 55: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/55.jpg)
The Need to Escape
When life becomes too much to handle, everybody wants for freedom.
![Page 56: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/56.jpg)
The Need to Feel Safe
We like to see that our lives will remain in tact and that we can avert crisises successfully.
![Page 57: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/57.jpg)
The Need for Aesthetic Sensations
Consumers have a much more acute sense for the aesthetic than they know
![Page 58: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/58.jpg)
The Physiological Needs
Eating, sleeping, and drinking.
![Page 59: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/59.jpg)
How Advertising Informs To Our BenefitJohn E. Calfee
![Page 60: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/60.jpg)
A CASCADE OF INFORMATION
INCREASED INDEPENDENT INFORMATION
![Page 61: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/61.jpg)
A PERVASIVE PHENOMENON
ADVERTISING AND CONTEXT
![Page 62: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/62.jpg)
“LESS BAD” ADVERTISING
![Page 63: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/63.jpg)
Gender in advertising
![Page 64: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/64.jpg)
You’re soaking in it
Jennifer L.Pozner
![Page 65: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/65.jpg)
Summary
New media is off limits increasing encroachment into every niche of mass media impact culture
women
![Page 66: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/66.jpg)
Women as victims of advertisement
Diet industry Sex
Women’s rights
- Women are exploited in advertising industry- Advertisers only cares about how to make profit without paying attention to the image of women
![Page 67: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/67.jpg)
Problem: “toxic cultural environment”
Solution: “media literate”
Does “media literate” help to reduce “toxic cultural environmet”? Why/why not?
![Page 68: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/68.jpg)
The language use is not challenging
Have a clear argument and supporting ideas/examples
![Page 69: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/69.jpg)
The structure of the article is quite confusing.
There is no conclusion.
Some questions in the interview part do not relate to the topic which is aimed at women only.
Depressing the reader at the end of the article – expect to read something else.
![Page 70: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/70.jpg)
Beefcake and Cheesecake: Insight for advertisers
Marilyn Y.Jones, Andrea J.S.Stanalan and Betsy D.Gelb
![Page 71: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/71.jpg)
Beefcake
Sexy male models
![Page 72: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/72.jpg)
Cheesecake
Sexy female models
![Page 73: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/73.jpg)
Attitudes of men and women towards Beefcake ads vs. Cheesecake ads
Sexiness
Physical attractiveness Nudity Rated sexiness/suggestiveness
![Page 74: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/74.jpg)
Women react more negatively than men to sexiness.
Why?
![Page 75: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/75.jpg)
Attention goes to the ad rather than the product
Viewers are attracted by eye-catching model favorable effect with the brand
Viewers can be annoyed by the a sexist portrayal unfavorable the ads the brand
![Page 76: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/76.jpg)
Results
Women have less favorable attitude than men toward the cheesecake ads. However, women have higher recognition scores and recall than men for the cheesecake ads.
Men have less favorable attitude than women toward the beefcake ads. However, men have higher recognition scores and recall than women for the beefcake ads.
![Page 77: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/77.jpg)
Conclusion
Men and women have different attitude, recogntion scores and recall for the beefcake and cheesecake ads different responses
Social context/cultural context
![Page 78: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/78.jpg)
It takes into account the effects from both male and female models
Tested many factors such as attitudes, memoralbility, and recognition
Have responses from both men and women
![Page 79: [Group 2] representation and the construction of social reality](https://reader037.vdocuments.mx/reader037/viewer/2022110121/55907b8d1a28ab976f8b478b/html5/thumbnails/79.jpg)
Not be as applicable to society nowadays - Outdated information (most of the citations are from the past)
Not relate to popular culture
So lenghthy
The method should be criticized
300 participants are not a small number of subjects, yet it must be reconsidered if these 300 participants are appropriate.
Need more detail about how many women/men participated in the study.
Limited ability to generalize the information to the rest of the population
Lack of illustrations