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business
cb: consumer behaviour
Ads, Fads, And Consumer Culture: Advertising's Impact On American Character And Society 5th Edition Arthur Asa Berger - Solutions
What techniques are listed for analyzing complex commercials?Which ones are of most interest to you? Why?
What do feminists say about the Fidji advertisement? Do a research paper on feminist interpretations of advertising and fi nd analyses that deal with specifi c advertisements for your paper.Attach duplicated copies of any advertisements dealt with in the articles.
How was the myth model applied to the Fidji advertisement?Can you fi nd a different mythic heroine who would help explain the advertisement better?
How do Marxists analyze advertising? What would Marxists say about the Fidji advertisement? What does it mean to say that Marxism is often doctrinaire?
What points were made in the sociological analysis of the Fidji advertisement?
Investigate psychoanalytic approaches to advertising and write a paper on what you found. It would be best if your research found analyses that dealt with specifi c advertisements.
How does Freud’s theory about the id, ego, and superego relate to this advertisement and advertising in general?
In the analysis in the book, the letters “S,” “E,” and “X” were found. Do you think they are actually in the advertisement, or are they in the imagination of the analyst of this text? If they are in the text, were they put in consciously by the art director, or are they messages from
What insights into the Fidji advertisement does psychoanalytic theory provide?
What are the polar oppositions in the Fidji advertisement?
What does it mean to say that we understand what concepts mean differentially?
What did D. H. Lawrence say about hair color and sexual passion in America?
What was Ferdinand de Saussure’s approach to semiotics? What was Charles S. Peirce’s approach? How do they differ?
What are the six methodologies used in analyzing advertisements in this chapter?
Using these techniques and the methods discussed in this chapter, fi nd an interesting and symbolically rich print advertisement and write a paper analyzing it. Attach the advertisement to your paper.
Review the list of topics to consider when analyzing print advertisements and select the ones that interest you most. Why did you choose those techniques? Explain your answer.
What two points did Lotman make about analyzing texts?
What did Yuri Lotman say about why texts yield many different interpretations?
How do marketers and advertising agencies use social media to fi nd out about consumer preferences?
What insights does John Stassel provide about teen spending?
What are the four kinds of teenage consumers? Which one are/were you?
What is the relationship that exists between magazine choice and consumer taste according to Yankelovich? Do some scholarly research on this subject and see what is said about this matter.
What is the Claritas typology? Are there really that many different kinds of consumers, or is Claritas inventing them? Explain your answer. Go to the Claritas website Prism NE and check your ZIP code. Look at the different groups in that ZIP code and see what Claritas says about their possessions.
How have ZIP codes been used by marketers? Do some research in scholarly journals and books on the relationship between ZIP codes and purchasing behavior.
How did the VALS 1 typology shape a Merrill Lynch advertising campaign?
What are the different categories in the VALS 1 typology? How does it differ from the VALS 2 typology?
Abraham Maslow constructed a theory of human needs. What are its components? Investigate how his theory has been used by marketers and advertisers.
What are the attributes of a valid classifi cation system/typology?
Contrast demographics and psychographics. Do you think one or the other plays the most important role in our purchasing behavior? If so, which one? Explain your answer.
What was said about the relationship between marketing and advertising? Do some research in recent scholarly journals about this matter and write a short paper on your fi ndings.
What role does our unconscious play in our behavior? How do we know what role it plays?
What does Gerald Zaltman say about cognition and our “consciously willing an action”?
Marxists argue that our ideas come from society and are not based on our individual personalities and experiences. What do they say to justify this position? What do you think of this argument?
What does Hans Magnus Enzensberger say about our being masters of what our minds accept or reject? What do you think of his argument?
What effects does our exposure to advertising have on us—as a society and as individuals?
How much money, per person, is it estimated that we will spend on advertising in 2015 in the United States?
What do the statistics on total media advertising worldwide reveal?
How much advertising is the typical American exposed to each day? How many television commercials and how many print advertisements?
Why do you belong to the party (or faction in the party) to which you belong? Explain your decision making regarding your party affi liation (or nonaffi liation, if that is the case).
Drew Westen’s research suggests emotion is what shapes our political behavior. Investigate recent scholarly work on the relation between emotion and political decision making and write a paper on your fi ndings.
What are the basic appeals found in political advertising in America? Which ones do you think are most important?
What does the failure of Meg Whitman to become governor of California in 2010 teach us about politics and advertising? What problems did she face in her run for governor?
What was said about the California campaign for governor in 2010?
What’s the difference between platform advertisements and slogan advertisements? Apply this distinction to a political campaign of interest to you.
What did Kathleen Hall Jamieson say about the relation between news programs and voting?
What questions are raised by election campaigns relative to political advertising and voting?
How much money was spent in the 2012 presidential election?On all elections in 2012?
What did John Sides and Lynn Vavreck say about the role of advertising in the 2012 presidential election?
What are the four basic kinds of political advertisements, and when are they used in a typical campaign?
What does Hans Magnus Enzensberger say about the “industrialization of the mind”? What does he say is the mind industry’s main task? Do you think he is correct? Explain your answer.
What was said in Going Native about political advertising?
How do you explain the fact that the male body now is used as an object of lust?
Using Jules Henry’s analysis of the language in the Pango Peach advertisement as a model, make an analysis of two fragrance advertisements: one for women and one for men. Choose ads with lots of text for your analysis.
What points does Erving Goffman make about gender, power, and advertising? Are his insights still valid?
How do advertisers use sex appeal to counter the problem of clutter?
What did Bridget Brennan say about the difference between sex appeal and gender appeal?
How does the Hydracel moisturizer terrify women? Why are peaches and prunes such compelling images?
What did Raphael Patai say about advertising and our dissatisfaction with our sexual partners? Do you think he was correct?Explain your answer.
What is the connection between sexploitation and anxiety?
Find a campaign that doesn’t use ultrathin models. Was it successful?Explain your conclusions.
What insights does Paul Messaris provide about advertising’s preference for slim models? Is this still the case?
What does John Berger say about the way advertising uses sexuality to sell products to people?
What does Valli Herman-Cohen say about advertising and soft porn?
How does Jack Solomon differentiate sex from gender? Do a research project on this topic as it relates to advertising.
What did Judith Williamson say about advertising? What does it mean to say it is the “great recuperator”?
What was Kaufmann’s contribution to our understanding of consumer behavior?
Do a research study of nonadvertising advertising, such as “product placements.” How do product placements work?
What is the difference between maximizers and satisfi zers?Which are you?
What did Jonathan Edwards say about the relation between choice and action? How does it relate to our purchasing behavior?What does it mean to say that “we can choose as we please, but we cannot please as we please”?
How does branding lead to self-alienation?
What was said about “mall girls” and selling oneself for brands?
What did Anthony J. Cortese say about branding?
How does the “suspension of disbelief” shape our purchasing behavior?
What did Martin Solow say about people’s relation to brands?
Are there certain brands of products you use? Why? What made you decide to select one brand over the others?
What is branding? What role do brands play in our lives?
What is Ivan Pavlov’s theory? How does it relate to advertising?How does it differ from Freud’s in explaining behavior?
What did Wilson Bryan Key say about the power of advertising and the role of the unconscious in advertising?
What did Freud say about the id, ego, and superego? Do you think buying things is an id or an ego function? Explain your answer.
What did Freud say about the unconscious? Did the drawing of the iceberg help you understand the relationship between consciousness and the unconscious? If so, why?
What is a haul? View some on YouTube and describe what was purchased and your reactions to them.
What were the most interesting statistics in the eMarketer “Average Time Spent with Media” tables?
Update the brands that Lisa uses.
What are the basic elements in integrated marketing communication?Do a research project/case study that shows how it works with an advertisement and a campaign for some product or service.
What is the myth model? What are its components? What was said about how myth relates to marketing?
What was said about metaphor and identity? If you were asked to choose a simple object that refl ected your personality, what would you choose?
Let us suppose metaphors have logical implications. If that is the case, what are the implications of the metaphor “love is a game”?
Defi ne metaphor and metonymy and their subcategories simile and synecdoche. Find a print advertisement in which you fi nd metaphor and metonymy and write a short paper about their role in the advertisement. Attach the advertisement to your paper.
What was said about the Lasswell model and “Run It Up a Flagpole to See If Anyone Salutes”?
What similarities exist among the three models discussed in this chapter?
If you were to make a communication model, what would it look like? Make one in the form of a diagram.
What the components of the Jakobson model?
Describe the Berger focal points model. What are the four focal points? In doing research on advertising, which focal points are most important? Explain your answer.
What is the Lasswell formula? What are its strengths and weaknesses?
What is national character? How does Clotaire Rapaille explain the role of culture on children? What role do culture codes play in our daily lives and purchasing decisions?
What did Mary Douglas say about consumer choice? Do you agree with her? If so, explain your reasons. If not, explain your reasons.
What is grid-group theory? How does this theory explain the formation of four lifestyles in a country?
Compare Paco Underhill and John Berger on shopping.
In what ways are department stores functional alternatives to cathedrals?
What did Max Weber say about the relation between Protestantism and capitalism?
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