Ad Analysis And Contemporary Gender Norms Questions As previously discussed I combined both assignments to enable me to up the budget. Assignment 1 Norms a

Ad Analysis And Contemporary Gender Norms Questions As previously discussed I combined both assignments to enable me to up the budget. Assignment 1
Norms are rules or standards of behavior shared by most members of a society or subgroup. They are
statements about how you ought to, or should, behave. When appropriate behavior is defined differently for
women and men, the expectations specific to each are called gender norms. One way to find out what the
norms are in any given situation is to violate them–i.e., break the rules.
The purpose of this assignment is to determine the boundaries of some contemporary gender norms and to
discover and challenge your own boundaries around gender. A secondary purpose is to give you the subjective
experience of violating a self-defined gender norm – to give you “hands-on” experience.
Choose a natural (i.e., non-laboratory) setting in which to violate a gender norm. Think through clearly what
norm you’re going to violate–make sure it’s agender norm. . . . Sometimes the reactions will be minimal; other
times it will be strong; remember, no reaction is a reaction!!! Be sure to record all reactions while they are
happening. Also provide concrete evidence by way of photo(s) included as illustrations in the body of your
paper.
Structure your 4-page typed-double-spaced paper as follows
1. State specifically the gender norm you intend to violate. Explain why or how it is a gender
norm, and provide cultural context.
2. State in clear details exactly what you did. Report any variations in your procedure. For
example, you may try your experiment in one setting, then in another. You may compare
different variations of the same norm violation, or change the degrees of violation. Give all
the details of the violation process. Include the photo evidence as proof/documentation here.
3. Describe your experience subjectively in two different ways: (1) your feelings as you prepared
and engaged in the norm-violating behavior; (2) your feelings about how other people reacted
to you.
4. Report in great detail the general and specific reactions of others to your behavior. If you get
no reaction at all, or a mild reaction, report that. Report on the effects of any variations in your
procedure, and what you think the significance of any (or no) reaction is.
5. What did you learn from this assignment? About yourself? About your culture? Apply course
terminology to your experiences, citing the assigned course readings.
Don’t do anything illegal. Stop whenever you are too uncomfortable with the situation. If you explain your
behavior to anyone–report it. Be creative!
Assignment 2 Ad analysis
To gain a clearer understanding of communication and the importance of the message, the
messenger, how the message is communicated, and the intended audience, analyze three
ads (each from a different magazine, preferably diverse magazines). You may also choose
commercials located on Youtube. If you are unable to locate ads online, you may describe
the ad without attaching it. Also, you will be asked to create your own ad for the product of
your choice. Use the forms attached to complete this assignment. For further information
regarding the effectiveness of ads, please see the Kenrick et. al. text, pages 145-157.
Please find 2-3 advertisements or commercials. One ad at a time, go through the following questions and write
down your well-thought-out answers. Please include a link for the commercial or a picture of the article. Then
create your own ad using the questions at the end of this form.
Ad 1
1. What product does this ad attempt to market, and where is the ad from?
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you
tell? Do you think this was a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic)? Was that a good choice? Specifically, what central or peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., “dentists agree that” or “experts
suggest?” Do these sources come off as credible and/or attractive)?
5. What about the communication itself — are the arguments weak/ strong, one-sided/two-sided, overt/implied,
or not present at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can you tell, and was
that a good decision? How might this ad be different if directed towards an audience from a more
interdependent (collectivistic) culture?
7. How are other concepts, like dissonance or emotions, relevant to your analysis?
From: http://www.umich.edu/~psychol/380/sommers/group8.html
Ad 2
1. What product does this ad attempt to market, and where is the ad from?
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you
tell? Do you think this was a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic)? Was that a good choice? Specifically, what central or peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., “dentists agree that” or “experts
suggest?” Do these sources come off as credible and/or attractive)?
5. What about the communication itself — are the arguments weak/ strong, one-sided/two-sided, overt/implied,
or not present at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can you tell, and was
that a good decision? How might this ad be different if directed towards an audience from a more
interdependent (collectivistic) culture?
7. How are other concepts, like dissonance or emotions, relevant to your analysis?
From: http://www.umich.edu/~psychol/380/sommers/group8.html
Ad 3
1. What product does this ad attempt to market, and where is the ad from?
2. To which component(s) of attitudes (e.g., affective, behavioral, cognitive) does this ad appeal? How can you
tell? Do you think this was a good strategy for this product/audience?
3. What route of persuasion do the advertisers seem to use (e.g., central/systematic route vs.
peripheral/heuristic)? Was that a good choice? Specifically, what central or peripheral cues are used?
4. Does the ad attempt to describe the source of its product information (e.g., “dentists agree that” or “experts
suggest?” Do these sources come off as credible and/or attractive)?
5. What about the communication itself — are the arguments weak/ strong, one-sided/two-sided, overt/implied,
or not present at all? Were these good choices?
6. What about the target of the communication? Who are the advertisers targeting, how can you tell, and was
that a good decision? How might this ad be different if directed towards an audience from a more
interdependent (collectivistic) culture?
7. How are other concepts, like dissonance or emotions, relevant to your analysis?
From: http://www.umich.edu/~psychol/380/sommers/group8.html
Based on what you have learned about the importance of the four elements of communication, design an ad for
the product of your choice.
Product
Intended Audience
Messenger
Message
How communicated?
From: http://www.umich.edu/~psychol/380/sommers/group8.html

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