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Full-Text Articles in Social and Behavioral Sciences
Are Negative Reactions To Sexist Appeals In Alcohol Advertisements A Function Of Feminism Or Gender?, Sandra C. Jones
Are Negative Reactions To Sexist Appeals In Alcohol Advertisements A Function Of Feminism Or Gender?, Sandra C. Jones
Sandra Jones
Anecdotal evidence suggests that the use of sexual appeals in alcohol advertising is increasing. It has been shown that the use of sex appeals may result in a more negative attitude towards the brand, particularly among female consumers. This study investigates the proposition that this is the effect of feminist ideology rather than, or in addition to, biological gender. The results show that female respondents have more negative attitudes towards alcohol advertisements utilizing overt (or demeaning) sexual appeals than males and more positive attitudes towards alcohol advertisements utilizing feminist (empowering) appeals than males; and that there is no consistent independent …
'Most Men Drink... Especially Like When They Play Sports' - Alcohol Advertising During Sporting Broadcasts And The Potential Impact On Child Audiences, Sandra C. Jones, Lyn Phillipson, Lance R. Barrie
'Most Men Drink... Especially Like When They Play Sports' - Alcohol Advertising During Sporting Broadcasts And The Potential Impact On Child Audiences, Sandra C. Jones, Lyn Phillipson, Lance R. Barrie
Sandra Jones
Alcohol advertising during sporting broadcasts, as well as the sponsorship of sporting events by the alcohol industry, is common practice in Australia, as in many other countries. The strength of the association between alcohol and sports prompts consideration of the potential for children who watch televised sport to be exposed to a considerable amount of alcohol advertising, and to learn to associate alcohol with sport and sporting success. This paper reviews the current alcohol advertising regulations in Australia, particularly in reference to the protection of children. It then details a pair of studies designed to examine the extent and nature …
The Use Of Female Sexuality In Australian Alcohol Advertising: Public Policy Implications Of Young Adults' Reactions To Stereotypes, Sandra C. Jones, Amanda Reid
The Use Of Female Sexuality In Australian Alcohol Advertising: Public Policy Implications Of Young Adults' Reactions To Stereotypes, Sandra C. Jones, Amanda Reid
Sandra Jones
Coinciding with the rise of raunch culture, a new female stereotype has emerged in advertising - the lusty, busty exhibitionist who exudes sexual power and confidence. Previous research has generally found that women react less positively to female sexual images in alcohol advertising than males, but different sexual stereotypes have not been explicitly examined. The present study utilizes different types of sexual appeals in three televised advertisements for alcohol brands and investigates the relationship between types of sexual imagery and attitude to the advertisement, stated reasons for (dis)liking the advertisement and purchase intention (PI) among 268 Australian university students. Surprisingly, …
Health Claims For Food Made In Australian Magazine Advertisements, P. G. Williams, Linda C. Tapsell, Sandra C. Jones, K. Mcconville
Health Claims For Food Made In Australian Magazine Advertisements, P. G. Williams, Linda C. Tapsell, Sandra C. Jones, K. Mcconville
Sandra Jones
Aim: The aim was to describe the level of health claims being used in magazine advertisements, the categories of foods carrying health claims and the types of benefits being claimed for particular foods or food ingredients. Data were compared to similar studies of food labels and internet sites to reflect the impact of rule governance of the different media and highlight implications for the current proposed changes in food standards legislation. Methods: From January to June 2005 a survey of all print advertisements for food in Australia’s 30 top-selling magazines was undertaken. The results were compared with those from a …
Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands And The United States, Pamela K. Morris
Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands And The United States, Pamela K. Morris
Pamela K. Morris
Using a content analysis of 87 French, German, Italian, Dutch and American magazine ads, variations in metaphors and cultural attributes were examined from culture-bound groups: food/beverages, automobiles, insurance/finance, and personal care. Findings provide examples for how culture is reflected in language and symbols. The study shows metaphors are exploited in headlines to capture attention throughout all countries. However, metaphors and cultural attributes are used strategically within nations to deliver persuasive messages.
Praying Hands: A Christian Metaphor, Pamela K. Morris
Praying Hands: A Christian Metaphor, Pamela K. Morris
Pamela K. Morris
Sometime around 1508, when Albrecht Dürer drew a study in silver point on blue paper of a pair of hands praying in Nürnberg, Germany, he could not have thought of the popularity and the mythology that a drawing of upturned hands would inspire some four hundred fifty years later. Praying Hands are now found on candles, funeral cards, lockets, flower planters, place mats, automobile license plates, and water towers. Why? What is it that makes this once mundane image so popular in the 20th century? The co-opting of images happens in advertising all the time, but what about religion? Current …