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54 Cards in this Set
- Front
- Back
- 3rd side (hint)
In the chapter, ____ and ____ reviewed the literature on the health effects from the three types of advertisements: ciggs, booze, and foods.
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Brown and Walsh
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Cigarette ads have been banned from broadcast media since __.
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1971
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With a decline in smoking amongst white middle-aged males, tobacco companies have targeted women, minorities, and, arguable, ____.
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children
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Studies have found that the more likely the ad ____, the more likely one is to smoke.
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recognition
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Australian studies on adolescent smoking have found that adolescents are attracted to brands that use "____" appeals in ads. Also, approval of cigg ads was second only to the smoking behavior of ____ as a predictor of future smoking.
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"lifestyle"
peers |
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Atkin and associates found that the likelihood for adolescents to drink was directly related to their exposure to ___ ___; more so than age, sex, social status, or parental influence.
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television ads
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Although television ads do affect the eating habits of children, ____ eating habits were much more influential.
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parental
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Research on the effects of health related news on personal and public health has been confined to two types of studies: those that measure the impact of news media as ____ of health information and 2. those that compare ___ ___ regarding a health topic to news media coverage of that topic
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sources
public opinion |
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People obtain much of their health-related information from ___ ___, and this includes ___ ___.
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news media
policy makers |
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According to research, broadcast media and print media off a ____ message when it comes to health:
follow medical expertise and make lifestyle changes |
similar
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By depicting stories that contain biomed research, medical hardware, and drug treatments, the news media conveys a message that the power to control individuals health lies in the hands of ___ experts and ____.
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medical experts and
technology |
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One characteristic of the news media coverage of health issues is that they often adopt a "___-___" attitude. Another is that their seems to be an emphasis on reporting health concerns that affect ____ America. A last characteristic is that they seldom offer valuable information about ____ matters such as symptoms, preventions, and treatment facilities
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victim-blaming
mainstream practical |
Aids patients were originally viewed as people who engaged in promiscuous, unsafe sex and shared needles. AIDS coverage in the media only increased when health officials began to realize that the disease was affecting people who in the majority: non-gay, monogamous people and other mainstream Americans.
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____ is the implanting of health messages in entertainment content, while ____ are activities by public health agents that focus mass media attention on health issues at the social or public policy level, rather than at the individual level.
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edutainment
Media advocacy |
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__/3 of children's animated films in last ___ years have at least one character using tobacco or alcohol
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2
60 |
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___ ___ refers to the program type in which an advertisement is embedded, ie., humorous, sad, serious, riveting, etc.
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media context
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Two examples of new media sources for advertisers are ____ ____ on the internet and ___ ____ on television
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information services
shopping networks |
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Berlson and Steiner found that people with less education: Read ___. Listen to radio ____, and watch television ____
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less
more more |
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The ____ ____ recognizes that a number of factors could have an effect on the strength of media effects, focusing on characteristics of the ____, the ____, the ____ (channel), the ____ (group), and the ____ (member of group).
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sender
message transmitter audience individual |
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____ ____- People tend to watch, listen to, and remember media messages that are consistent with their attitudes, interests, or predispositions
People make selections based on what they ____ want to see. |
selective exposure
don't |
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Audience ____ can be loosely defined as personal connections with the media content. It is one of the most important components.
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involvement
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Media efficacy depends on _____ of the audience members and links between consumer and ____
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characteristics
medium |
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Print media is characterized as ____ involvement while broadcast media is ___ involvement because of lack of control over rate of speed of information receiving and low processing
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high
low |
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television advertising has been found to be most advantageous for developing ___ ___ on the part of the consumer and for ___ ___.
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product recognition
brand perception |
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Moods caused audience member to react differently to commercial messages shown during a program. People who watched a comedy program were found to have a ____ positive attitude toward product, while those watching a suspense program were found to have a ___ positive attitude toward the same product.
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less
more |
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____ theory states that viewers prefer to stay in a particular mood for the duration of a program. Therefor, commercials with tones or moods that are ____ with those presented in the program are more effective with commercials that contrast the mood
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Consistency theory
consistent |
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___ ___ studies focused on media content or stimuli.
Not focused on particular consumer characteristics Immediate responses: Cognitive Physiological Behavioral |
media context studies
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Two different models of advertising response has emerged regarding frequency. The first states that people must be exposed to an ad ____ times for that ad to have any effectiveness and is represented as an ___-shaped curve. The second contends that there is no ____: response begins with the first viewing, rapidly becomes more effective, then slows, looking more like a "r."
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several
"s" threshold |
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Studies have determined that ___ "Quality" exposures are needed for an ad to have effect. A quality exposure is one in which the audience pays full ____ to the ad, and the audience must continue to _____ after viewing.
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3
attention process |
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The first method to conduct research in minority studies is: ___ ___- simply counting the number of different characters of various races in a particular media
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head counts
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the second is: ____ of ____- accessing the importance of each minority character within the program, and comparing this to roles played by majority characters
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significance of character
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the third is: ____, ____, and _____ between characters played by people of different races- determines likeness of characters and nature of their interactions
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similarities, differences, and interactions
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TREND: White characters _____ beyond their actual numbers in society while other groups remained ________
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increased
underrepresented |
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NETWORK TRENDS: Of the 4 major networks, ____ featured the greatest percentage of black characters (13%) and other ethnic groups (6%)
____ featured the most white characters (90%), but the least number of black characters (8%) and Hispanics (.6%) |
FOX
CBS |
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____ characters appear on TV as poor, out of work, abused, and exhibiting deviant behavior. __ in 3 are portrayed as independent, self-sufficient people.
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disabled
1 in 3 |
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Four Stages of Minority Portrayals on television:
Stage 1: _____: Exclusion of any minority portrayal from a particular group Stage 2: _____ Minority portrayed stereotypically Stage 3:_____ Police offices, detectives; regulate society Stage 4: May be good guys or bad guys; range of roles is open |
Nonrecognition
Ridicule Regulation Respect |
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In the 40s through the 60's, blacks typically appeared in magazine ads as ____ , ____, or ____
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well-known entertainers, famous athletes, or unknowns represented as servants
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Breakthroughs: By 1994. blacks appeared in 31 percent of all commercial advertisements featuring ____. They are usually depicted as being ____ or ____.
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models
athletes or musicians |
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Minorities in children's cartoons: Only __ programs had regular minority characters
___ regular minority characters were black and male 1 Hispanic-American, 0 indians and asians |
3
all |
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Programs incorporating minorities since 1970s
Sesame Street Mr. Rogers The Electric Company More recent success from Nickelodeon/Nick Jr. Doug Gullah Gullah Island Dora the Explorer |
no answer
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“Papa Don’t Preach”
Whites: Indicated that theme was _____ Blacks: Perceived the theme to be focused on the ___-___ relationship “Open Your Heart” Whites: Almost 50% indicated that theme was _____ Blacks: More than 50% males and 30% of females said that video did not have ____ |
pregnancy
father-daughter relationship pornography theme |
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___ ___ - Most people make spur- of- the moment decisions about their entertainment choices
These choices depend on many factors a person’s situation a person’s mood underlying motives |
Selective exposure
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Research has found that ____ boys watched NURTURING programs more than twice as long as ____ boys, and the nurtured boys were least likely to watch Mr. Rogers
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neglected
nurtured |
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___ - A state, situation, or series of events involving intense conflict of forces
3 components: Conflict Interesting characters Satisfying resolution |
drama
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____ - Facilitate learning
Some studies show students learn more when their teachers use this Persuasive effects |
humor
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___ - Females prefer moderate suspense in
Males enjoy high suspense Women enjoy artistic more than men Figure skating, gymnastics, etc. |
sports
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_____ theory-
Audiences empathize with the hero or person in trouble; very involved as they witness events unfolding before them Empathy is a response to particular stimuli |
empathy
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New communication technologies have: 1. A certain degree of ____. 2. Are __-___. And 3. Are ____
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interactivity
de-massified asynchronous |
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3 C’s of Digital Technology:
____- digital storage ____- different systems and apps. ____- ability for various systems to interac |
compression
conversion convergence |
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Audience-as-____
Common exposure to mass medium Audience-as-____ Media effects; Propaganda, violence, attitude change, etc. Audience-as-____ Active and involved in communication process; has options and choices when consuming media fare |
mass
outcome agent |
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___ ___ ___ theory - basically, society makes us dependent on the media, ie, escapism, entertainment, understanding
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Media systems dependency theory
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___ ___ ___ theory - basically, an interpersonal theory explaing how people process cues and non-verbal language on the internet
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Social information processing theory
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1948 - __% of houses had TV
1953 - __% 1960 - __% |
1
50 90 |
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Cooperate sponsorship was abolished by:
___ type segment shows It __ ___ Advertisers paid for ___ second time spots ___ owned (not cooperate) |
Magazine
ran daily 60 network |
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Two notable quiz show scandals:
On CBS, the ___ ___ ___ question, sponsored by Revlon ___ sponsored by Geritol |
$64, 000 Question
21 |
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