The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising)


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Ian Johnstone | The Fletcher School

The lowest-priced brand-new, unused, unopened, undamaged item in its original packaging where packaging is applicable. Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag. See details for additional description. Skip to main content. We're sorry, something went wrong. Please try again. About this product. Stock photo. Brand new: lowest price The lowest-priced brand-new, unused, unopened, undamaged item in its original packaging where packaging is applicable.

Recent Creative, Scholarly Work and Publications

Outdoor Advertising. Title Outdoor Advertising.

Author Richard Nelson, Anthony Sykes. From there the industry has grown apace, and Outdoor Advertising makes sense of these changes by looking at its practical side, the contractor, the agent, the designer, and the planning side, including site selection, as well as looking at specific campaigns and how their audience have received them. See details. Buy It Now. Add to cart. Mortality forecasts are used in a wide variety of academic fields, and for global and national health policy making, medical and pharmaceutical research, and social security and retirement planning.

As it turns out, the tools we developed in pursuit of this goal also have broader statistical implications, in addition to their use for forecasting mortality or other variables with similar statistical properties. First, our methods make it possible to include different explanatory variables in a time series regression for each cross-section, while still borrowing strength from one regression to improve the estimation of all.

Second, we show that many existing Bayesian hierarchical and spatial models with explanatory variables use prior densities that incorrectly formalize prior knowledge. Many demographers and public health researchers have fortuitously avoided this problem so prevalent in other fields by using prior knowledge only as an ex post check on empirical results, but this approach excludes considerable information from their models.

We show how to incorporate this demographic knowledge into a model in a statistically appropriate way. Finally, we develop a set of tools useful for developing models with Bayesian priors in the presence of partial prior ignorance. This approach also provides many of the attractive features claimed by the empirical Bayes approach, but fully within the standard Bayesian theory of inference.

Skip to main content. Main Menu Utility Menu Search. Research Areas Applications. Forecasts are also essential for scoring policy proposals, put forward by both political parties. Because SSA makes public little replication information, and uses ad hoc, qualitative, and antiquated statistical forecasting methods, no one in or out of government has been able to produce fully independent alternative forecasts or policy scorings. We show that SSA's forecasting errors were approximately unbiased until about , but then began to grow quickly, with increasingly overconfident uncertainty intervals.

Moreover, the errors all turn out to be in the same potentially dangerous direction, each making the Social Security Trust Funds look healthier than they actually are. We also discover the cause of these findings with evidence from a large number of interviews we conducted with participants at every level of the forecasting and policy processes. We show that SSA's forecasting procedures meet all the conditions the modern social-psychology and statistical literatures demonstrate make bias likely. When those conditions mixed with potent new political forces trying to change Social Security and influence the forecasts, SSA's actuaries hunkered down trying hard to insulate themselves from the intense political pressures.

Unfortunately, this otherwise laudable resistance to undue influence, along with their ad hoc qualitative forecasting models, led them to also miss important changes in the input data such as retirees living longer lives, and drawing more benefits, than predicted by simple extrapolations. Proof that previously used estimators of electoral incumbency advantage were biased, and a new unbiased estimator.

Also, the first systematic demonstration that constituency service by legislators increases the incumbency advantage. They don't care what you think of them or say about them; they only care what you can do. An evaluation of the Mexican Seguro Popular program designed to extend health insurance and regular and preventive medical care, pharmaceuticals, and health facilities to 50 million uninsured Mexicans , one of the world's largest health policy reforms of the last two decades. See the Harvard Gazette story on this project. Resolution of the paradox of why polls are so variable over time during presidential campaigns even though the vote outcome is easily predictable before it starts.

Also, a resolution of a key controversy over absentee ballots during the presidential election; and the methodology of small-n research on executives. Replication Standards New standards, protocols, and software for citing, sharing, analyzing, archiving, preserving, distributing, cataloging, translating, disseminating, naming, verifying, and replicating scholarly research data and analyses.

Also includes proposals to improve the norms of data sharing and replication in science. Methods for coding, analyzing, and forecasting international conflict and state failure. Evidence that the causes of conflict, theorized to be important but often found to be small or ephemeral, are indeed tiny for the vast majority of dyads, but are large, stable, and replicable wherever the ex ante probability of conflict is large. The definition of partisan symmetry as a standard for fairness in redistricting; methods and software for measuring partisan bias and electoral responsiveness; discussion of U.

Supreme Court rulings about this work. Evidence that U. Methods for forecasting mortality rates overall or for time series data cross-classified by age, sex, country, and cause ; estimating mortality rates in areas without vital registration; measuring inequality in risk of death; applications to US mortality, the future of the Social Security, armed conflict, heart failure, and human security. Publications and other projects designed to improve teaching, learning, and university administration, as well as broader writings on the future of the social sciences.

Automated Text Analysis Automated and computer-assisted methods of extracting, organizing, understanding, conceptualizing, and consuming knowledge from massive quantities of unstructured text. Methods for interpersonal incomparability, when respondents from different cultures, genders, countries, or ethnic groups understand survey questions in different ways; for developing theoretical definitions of complicated concepts apparently definable only by example i. Methods for detecting and reducing model dependence i. By adding up the scores, the overall "stereotyping score" for each advertisement was measured.

A big score indicates more stereotyping and a little score indicates less stereotyping. By adding up all of the scores for an advertisement, a "stereotyping score" was obtained ranging from a minimum score of 0 meaning no stereotyping to a maximum score of 15 meaning high level of stereotyping. Then the mean stereotyping scores of and based on the seven categories were compared. For the hypothesis testing, the mean stereotyping scores of and were compared.

Since other categories except the "Relative Size," "Body Display," and "Independence," have more than two operationalizations, this resulted in the weighing problem.

ISBN 13: 9780415817837

In order not to give more weight to concepts with more operationalizations, we used the sum of the mean stereotyping scores of each categories and divided the sum by the number of variables in each category, then added these new variables to obtain the weighted stereotyping index for and The hypothesis was tested with an independent t-test, with year as the independent variable and various stereotyping scores as the dependent variables.

The coding instrument was pretested to work out any coding problems. A composite reliability coefficient was computed using Holsti's formula. Inter-coder agreement was computed by dividing the number of agreements by the number of ads attempted ex. For this research, the average inter-coder agreement was 0. Overall, the extent of sexism in magazine ads remained approximately the same from to The hypothesis is unsupported, although there are some significant differences between the two years on some variables. Some of these actually run counter to the hypothesis. Still, the portrayal of women in ads has not been changed much since Twelve years after the Goffman study, magazine advertisements are still showing the same stereotyped images of women.

The findings by 17 variables are reported in Table II. The variable "height relationship" appeared infrequently in magazine advertisements in and However, when the behavior arrangements were applicable, males were featured frequently in the taller positions. Although men were frequently portrayed as taller, this size difference was not very large. Many of the portrayals were nearly equal in height, but to maintain coding consistency, it was necessary to note when the male was even slightly taller.

In the sample, 68 ads showed males and females together, and In the sample, only 43 ads showed male and female together, and The cross-year comparison shows that the height relationship between advertisements models has not been changed much between the two years, but the change observed was in the direction of the hypothesis. It was notable that this gender behavior was frequently shown in both era ads in and ads in Among ads in , The cross-year comparison shows that there is no significant change in terms of this variable.

Goffman said this ritualistic self-touching conveys a sense of one's body being delicate and precious and can be distinguished from the more utilitarian use of hands, and fingers as in grasping, manipulating, or holding. In , There was no significant difference between years.


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Not many advertisements showed male and female together 68 ads for and 43 ads for In , only 4. The cross-year comparison shows that there is significant decrease in this gender display, thus supporting the hypothesis for this one measure. The cross-year comparison shows that there is no significant difference between the two years, although the change is in the direction of the hypothesis. There was no significant difference between the two years. Not many advertisements showed female's lowering oneself physically Bashful knee bend was one of the most frequent gender displays found in this study.

However, this gender display has not been increased or decreased over twelve years. This behavior appeared in advertisements consistently in both years. Lying or sitting on bed or floor was relatively infrequent gender behavior in both years. There was no significant change between the two years. Expansive smile appeared in The cross-year analysis shows no significant difference between the two years. This gender behavior was surprisingly infrequent in both years. Of the ads in the sample, only 16 6. Of the ads in the sample, 22 ads 8.

The frequency of the presence of this behavior did not differ by year. As Table II shows, there was a significant difference in head or eye gaze aversion. Surprisingly, and counter to the hypothesis, the sample showed head or eye gaze aversion more frequently than the sample. More female models in than in averted their heads or eyes from other person or avoided looking at the camera directly. Maintaining telephone conversation was an extremely infrequent gender behavior in the magazine advertisements.

Only 2 ads out of samples in showed this behavior. In , only 1 ad out of samples showed this behavior. Not surprisingly, two of the advertisers showing females talking on the telephone were telephone companies. The cross-year analysis shows that there is more stereotyping in advertisements in terms of withdrawal gaze from scene at large, counter to the hypothesis. This is a surprising and disappointing result. Of the ads in the sample, 57 Magazine advertisements from contained more nudity and body-revealing clothes than magazine advertisements from Some advertisements showed female models wearing tailored clothing similar to a man's, with a bold stare at the camera.

Such aggressive features, however, were often combined with signals of appeal and allure, such as a reduction in body height or size through kneeling or sitting, an appeasing smile or head tilt to one side, a position of instability.

The result shows that There was no significant difference by year, although the change was opposite the direction predicted by the hypothesis. Coding of the advertisements for Goffman categories revealed that some traits are appearing infrequently in contemporary ads. Two categories-relative size and function ranking - were found so seldom, the categories could be considered to no longer apply.

In the procedures to obtain the mean stereotyping scores of each category, a weighing problem was considered. In order not to give more weight to the categories which have more than one variable, the sum of mean stereotyping scores of each categories is divided by the number of variables in each category.

Then the new variables are summed to produce the weighted index. For example, the mean stereotyping scores for the ritualization of subordination was computed as follows: 1 adding up the scores obtained from five variables, 2 dividing the sum of mean stereotyping scores by 5. There are five variables in the ritualization of subordination. The independent t-test conducted Table III shows that there are some significant differences between the mean stereotyping scores by year in the categories of the licensed withdrawal and body display, but that they are counter to the hypothesized direction - they show more stereotyped behavior in than in The findings by 7 categories are presented in Table III.

Height relationships between males and females in magazine advertisements has not changed since The mean stereotyping score for was. There was no significant difference by year. The feminine touch category shows no difference in the mean stereotyping scores between and Function ranking has seemed to cease in most modern business advertising, since not many advertisements showed men and women in a social hierarchy. However, the mean stereotyping scores by year were not significantly different. Goffman catalogued actions that made women subordinate such as lowering of a female body part as in deference, females lying down, the bashful knee bend, canting postures, and expansive smile.

Magazine advertisements in and showed very close mean stereotyping scores. Licensed withdrawal relates to women often not being fully within the action or the scene, but instead gazing off or self-absorbed, or, more importantly, seemingly "lost" or "mentally drifting. The question of whether magazine advertising contains more suggestive and provocative sexual content in than in was answered. The finding that women in were more often depicted in "sexy" dress or nude than in implies that the advertising industry has become interested in more sexually explicit and provocative portrayals of women in magazine advertising.

The mean stereotyping scores between and were not significantly different in this category. This research showed that few changes have been made in the images of women in magazine advertisements since Goffman 's study. The findings indicate that the images of women in advertisements did not significantly change from the images found in advertisements. However, distribution or dispersion of stereotypical portrayal of women did change.

In the categories of licensed withdrawal and body display, the magazine advertisements from showed more stereotyping of women than those from Two of Goffman 's categories - Relative Size and Function Ranking - were not prevalent depictions in magazine advertisements. Overall, many advertisements showed only females or males rather than the two genders together or a family scene. This might mean that advertisements are frequently targeting more specific audiences. Advertisements for cosmetics-typically the products associated with the sexiest female images - have begun to feature more powerful and independent female gender displays.

As shown in this research, the process of change in advertising images is a slow one. Print media advertisements analyzed in this study appear to be slow in changing the traditional demeaning roles of women. Investigations of women's magazines corroborated this assertion. At first, only superficial cultural alterations are transferred to advertisements, while "the underlying ideological foundation remains untouched" Umiker-Sebeok, , p.

Advertisements are conservative and tied to the prevailing ideology of the culture. There has not been much change in the portrayal of women in advertising, perhaps because advertising has this powerful role: to depict women not necessarily how they actually behave, but rather, how we think women behave. Furthermore, according to Goffman , this depiction serves the social purpose of convincing us that this is how women are, or want to be, or should be. It seems that only superficial cultural alterations are transferred to advertisements, while the underlying ideological foundation remains untouched.

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The results of this study are not very surprising, since magazine advertisements are not meant to serve as social primers enumerating the cultural rules of correct and proper behavior. They are merely designed to naturalize people and things in such a way as to maximize demand by defining social relations in terms of the consumption of goods and services. Using women in a sexist tone in advertisements has more profound social implications.


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If the media do mold expectations, opinions, and attitudes, then the audience of these ads may accept the way women are depicted as reality.

The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising) The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising)
The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising) The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising)
The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising) The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising)
The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising) The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising)
The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising) The Business of Advertising (RLE Advertising) (Routledge Library Editions: Advertising)

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