ADVERTISING EFFECTS ON YOUTH Longitudinal study on TV adv effects purpose go beyond previous studies short long term effects of adv on materialism examine interpersonal processes sample 600 6th 12th grade students conclusion advertising does seem to contribute to materialism but parents can neutral ize this by discussing consumption movie consuming kids teaching kids to be consumers which leads to materialism conclusion research does show adv materialism materialism and happiness BUT Complex relationships many variables complex casual structure parental communication can reduce the effects of advertising on materialism ADVERTISING POLITICS History of Political Adv 1952 Eisenhower vs Stevenson m ms ad by Rosser Reeves Unique form of political comm reach uninterested unmotivated citizens inadvertent audience Effects of Political Adv awareness convey info salience of particular issues candidate preference strongly in favor of a candidate does not lead to candidate preference people in the middle get swayed unintended effects bad information make decisions based on inaccurate info Time in Campaign Kind of Adv Function Early Later Name ID Argument ads Later still Attack ads Identity Ideology Insult End of campaign Positive Visionary ads Project Image Attack Ads Negative Advertising Mixed results Recall research shows that they are memorable Attitudes Voter turn off and voter suppression common critique lack of clear support some have found opposite e g Goldstein Freedman Emotional Value Appeals Use visual symbols to get these messages across flag hard hat looking over horizon all American family courage strength Fear appeal Daisy girl
View Full Document
Unlocking...