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| Question | Answer |
| what did walker find? | participants rated a product higher when it was advertised by Madonna compared to the product promoted by a model |
| What did Martin (2008) find | that students would rather by a camera advertised by a ficitonal fellow student than a celeb |
| What did Hume find? | Did a study of the persuasiveness of over 5,000 tv commercials and concluded that celebrity endorsement did not significantly increase the persuasive communication of the advert |
| what is the problem with measuring persuasiveness? | Giles commented that we are measuring attitude towards product, rather than behaviour |
| What did Pine and Nash find? | That children in Sweden (where advertising for under 12s was banned) had fewer things on their list to santa than the US |
| gender bias? | Adverts promote current stereotypes despite how biased or inapproriate they are |
| what did giles 2003 find? | That celebrities are more likely to encourage us to buy a product, they are a familiar face that we trust due to parasocial relationships |
| who found that celebrity endorsements were not ranked as one of the most important factors? | O'Mahony and Meenaghan |
| What is the research done by Synder and DeBono? | They found that people who scored high in self monitioring like soft sell techinques and people who scored low in self monitoring prefer hard sell techniques |
| What is the real life application of Synder and DeBono's research | Psychographics- designing an advertising appeal to siut a particular audience |
| Who conducted further research into hard sell and soft sell techinques? | Okazaki- hard sell is more believable, but soft sell techinques leave the customer with a more positive opinion of the product. Hard sell advertisements can be irritating |
| what did Fowles suggest about product endorsement? | That in 1990 20% of tv commericals used celebrity endorsement |
| What are the 5 gratifications? | 1. Escape, 2. social interactions, 3. identification, 4.inform and educate, 5. entertain |
| what is a hard sell? | An advertisement using factual information about the product |
| What is a soft sell? | An advertisement that uses subtle creative persuasive techniques |
| When is it possible to be influenced by the hypodermic effect? | McQueen- where we are without conscious awareness e.g. football adverts or subliminal messages. When there is a moral pnic e.g. James Bulger killing |
| who came up with the two step flow theory? | Katz and Lazarsfield |
| what does the two step flow process suggest? | that tv messages are filtered through opinion leaders, who recieve messages from the media and pass on the information to other people in society |
| Who provided research for the two step flow process? | Lazarsfield suggetsed that have TV has a limited direct effect on the audeince. McQuail summarised the limited effects. Tv reinforcers existing opinons, people selectively tune it to hear the messages that they already favour |
| What is the uses and gratification theory? | That media gets the message across to active viewers of television and use the media to gratify or meet certain needs |
| What is the hypodermic effect explanation of the persuasiveness of tv advertising? | That tv injects the message into the audience (we are passive recipients who are easily manipulated) |
| what did Friske suggest about the gratification theory | that programmes do not have an effect on people. Viewers and tv interact. |
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