Acute effects of advertisements on children's choices, preferences, and ratings of liking for physical activities and sedentary behaviours : a randomised controlled pilot study

The acute decision prompting effects of social marketing via television (TV) advertisements promoting physical activity to children are unknown. This pilot study aimed to determine the acute effects of an Australian government-sponsored TV advertisement (called ‘Get Moving’), promoting more physical activity and less sedentary behaviour, on children's choices, preferences, and ratings of liking for physical activities and sedentary behaviours. Thirty-one children aged 10–12 years were recruited from a single public school, and randomised to one of two treatment groups or two control groups (Solomon four-group design). Treatment participants watched an episode of The Simpsons® embedded every 10 min with three 30 s Get Moving advertisements plus standard advertisements. Control participants watched the same episode plus standard advertisements, but without the Get Moving advertisements. The following dependent variables were assessed immediately before and/or after exposure: activity preference (participants selected either verbally or by pointing to one of eight picture cards depicting four physical activities and four sedentary behaviours); ratings of liking (participants rated how much they liked or disliked each of these activities/behaviours either verbally or by pointing to one of nine values with an adjacent smile or frown on a Likert-type scale); and time spent in physical activities was assessed by direct observation during a 10 min free-time session. No significant effects or trends were seen for any of the dependent variables. Further research is needed to determine whether different content and/or higher doses of exposure to physical activity promoting advertisements are needed to influence children's activity choices.

Exploring marketing to marketers : a content analysis of advertisements in marketing news over 15 years

This paper explores advertising to marketers within Marketing News over four periods 1992, 1997, 2002 and 2007. The results identified the types of advertisements, in terms of appeal; products (most of which were for marketing research related activates) and coverage were relatively stable over time. There were increases in the number of advertisements, the appearance of web related services and a slight increase in products with a global focus and a reduction of a regional focus were evident.

Media reports of heroin overdose spates: public health messages, moral panics or risk advertisements?

This article reports on an investigation of the public health utility of media messages concerning spates (temporal clusters) of heroin-related overdose (HOD) from the perspective of some injecting drug users (IDUs). In-depth qualitative interviews were carried out with a convenience sample of 60 IDUs, in the setting of two Needle and Syringe Programs in an Australian regional city (Geelong) between April and May 2000. Very few interviewees reported that they had personally experienced a spate of overdoses. None of the interviewees reported communicating the existence of a killer batch to other IDUs. No interviewees reported having changed either their injecting practices or the amount of heroin they used following such a media alert. Indeed, a substantial minority of the interviewees reported seeking out these stronger batches and participant narratives illustrate that, for a substantial group of interviewees, the media reporting of a hypothetical 'killer batch' of heroin may have implications for their drug-seeking and health-related behaviour. It was found that the accuracy of information available to IDUs is mixed and that the flow of information within this social network was slow. Findings demonstrate that media reporting of killer batches of heroin has little value as a public health strategy and provide an example of how some activities that are proposed as public health measures may in fact have the opposite effect.

Running in Heels: an Analysis of Advertisements By Female Senate Candidates

Female candidates have become more successful in the political arena, specifically in the United States Senate. Today, females make up twenty percent of the total Senate seats. Despite this increase, females are still underrepresented in Washington. As such, understanding the roadblocks to equality will help us achieve parity. In an attempt to understand various challenges that female senatorial candidates face, this project looks at a specific element of their campaign, TV advertisements. Assessing candidate advertisements will help us understand whether gender affects strategic campaign decisions. Specifically, this project investigates the relationship between candidate gender and casting and setting of TV advertisements. Does gender influence the makeup of political ad spots? In order to understand this relationship more completely, I employ both quantitative data and case study analysis for same-gender and mixed-gender primary and general election contests in 2004 and 2008. Ultimately, candidate gender has little to no effect on casting of senatorial advertisements across both election cycles. Despite this variation in casting, we observe consistent findings across three settings, the political setting, the home setting, and the neighborhood setting. In both 2004 and 2008, female candidates use smaller proportions of ad frames with the political setting in comparison to their male counterparts. Female candidates in both election cycles also employed greater proportions of ad frames with the home and neighborhood setting compared to male candidates. These discrepancies point to a distinction in advertisement strategy depending on gender of the candidate.

Gender and language in online job advertisements - a cross-cultural study

The aim of this project is to investigate the use of gender-fair language from a cross-linguistic perspective. Specifically, we are interested in whether the use of gender-fair language correlates with socio-economic rankings of gender equality and with structural features of a language. We decided to analyze online job advertisements, as they reflect common language use and can easily be compared across languages. Moreover, formulations in job advertisements have been shown to impact personnel selection via the way target groups are addressed and referred to. In the present study we examined to what extent job advertisements are formulated in a gender-fair way and how this correlates with factors such as language, culture as well as status and gender-typicality of the job advertised. The data consisted of job advertisements published online in four European countries which occupy different positions in socio-economic rankings of gender equality (World Economic Forum, 2011): Switzerland (10), Austria (rank 34), Poland (42), and Czech Republic (75). We randomly selected 100 job advertisements from four lines of business characterized by different proportions of female employees – steels/metals, science, restaurants/food services, and health care. The advertisements were analyzed with regard to the linguistic form of the job title and the remaining text; we also noted indicators of job status, reference to gender-typical traits, pictures of women/men and other information which might be relevant to the use of gender-fair language (e.g., equal opportunity policies). A first analysis of the data indicates that the phrasing of job titles is closely related to the gender-typicality of a profession. While mainly gender-fair forms are used in healthcare, masculine forms are used more often in the domain of steels and metals. Feminine forms only, however, are almost never used. Cultural differences as well as correlations with associated variables will be discussed.

How women and men are addressed in job advertisements

Research has shown that gender references in job advertisements play an important role for gender (in)equality in personnel selection. In advertisements gender is referred to in different ways, for instance, by using grammatically masculine and feminine human nouns (e.g., German Mechaniker/Mechanikerin 'mechanic, masc./fem.'), by mentioning typically feminine or typically masculine traits (e.g., kind and friendly versus determined and independent) as well as by showing pictures of women and men. The present study addresses the questions which forms of gender references occur in job advertisements, how these forms are distributed across different lines of business and across different countries. We collected job advertisements published online in four countries with different rankings of gender equality (i.e., Switzerland, Austria, Poland, and Czech Republic; World Economic Forum, 2011). We randomly selected 100 advertisements per country from four lines of business that are characterized by different proportions of female and male employees: (1) steels/metals, (2) science, (3) restaurants/food services, and (4) health care. The advertisements were analyzed with regard to the linguistic form of the job title and of the remaining text as well as reference to gender-typical traits. We also examined indicators of job status and other information (e.g., equal opportunity policies) which might be related to the use of gender references in job advertisements. The results show that, in general, gender-fair language occurs much more often in job ads from Switzerland and Austria than in those from Poland and the Czech Republic, where job titles are mostly masculine. While exclusive use of feminine forms are almost never used in Switzerland and Austria, they are more frequently used in Poland and Czech Republic. In general, gender-fair forms are more common when there are many women in a line of business, whereas more masculine forms are used where the proportion of women is low. In Switzerland and Austria, masculine forms are mostly combined with the supplement m/f to indicate that both women and men are addressed. The present data provide a sound basis for future studies on gender references in job advertisements. Furthermore it sheds a light on how companies comply with national guidelines of gender equality.

Saturday Morning Television Advertisements Aired on English and Spanish Language Networks along the Texas-Mexico Border

Objectives: The aim of this content analysis study is to characterize the TV advertisements aired to an at-risk child population along the Texas-Mexico border. Methods: We characterized the early Saturday morning TV advertisements aired by three broadcast network categories (U.S. English language, U.S. Spanish language, and Mexican Spanish language) in Spring 2010. The number, type (food related vs. non-food related), target audience, and persuasion tactics used were recorded. Advertised foods, based on nutrition content, were categorized as meeting or not meeting current dietary guidelines. Results: Most commercials were non-food related (82.7%, 397 of 480). The majority of the prepared foods (e.g., cereals, snacks, and drinks) advertised did not meet the current U.S. Dietary Guidelines. Additionally, nutrition content information was not available for many of the foods advertised on the Mexican Spanish language broadcast network category. Conclusions: For U.S. children at risk for obesity along the Texas-Mexico border exposure to TV food advertisements may result in the continuation of sedentary behavior as well as an increased consumption of foods of poor nutritional quality. An international regulatory effort to monitor and enforce the reduction of child-oriented food advertising is needed. Editors' Note: This article was submitted in response to the first issue of the Journal of Applied Research on Children: Latino Children.

Communality sells: The impact of perceivers' sexism on the evaluation of women's portrayals in advertisements

Portrayals of women in advertisements have a significant impact on the maintenance of gender stereotypes in society. Therefore, the present research investigates the effectiveness of communal and agentic female characters in advertisements as well as the question how evaluations of such characters are influenced by perceivers' sexist attitudes toward women. Results show that communal female advertising characters are evaluated more favorably than agentic ones and that these evaluations predict advertising effectiveness. Benevolent sexism predicts more positive evaluations of communal female advertising characters (studies 1 and 2). Moreover, hostile sexism predicts less positive evaluations of agentic female advertising characters when it is assessed under time pressure (Study 2). Implications of these findings for the perpetuation of gender stereotypes in advertisements and in society are discussed.

Gender-fair language use in online job advertisements - relations to job status and gender equality

Purpose Gender fair language use in job advertisements has been shown to impact the outcome of personnel selections. It is thus important to assess, to what extent gender fair language is used in job advertisements and with which factors it is associated, e.g., language, culture, status, and gender typicality of profession. Design/Methodology In the present research we investigated gender fair language use in job advertisements published online in four European countries with different socio-economic rankings of gender equality (World Economic Forum, 2011), namely Austria (rank 34), Czech Republic (75), Poland (42), and Switzerland (10). From four lines of business with different percentages of female employees – steels/metals, science, restaurants/food services, and health care –we randomly selected 100 job advertisements, summing up to 1600 job advertisements in total. Results A first analysis of the Swiss data indicates that the phrasing of job advertisements is closely related to a profession’s gender typicality (e.g., merely masculine forms are used in steels and metals, gender-fair forms in healthcare). Feminine forms however are almost never used. Cross-cultural comparisons will be presented. Limitations We analyzed job advertisements of four specific lines of business in four European countries. To what extend results can be generalized remains an open question. Research/Practical Implications The present data provide a sound basis for future studies on gender fair language use in job advertisements. Furthermore it sheds a light on how companies comply with national guidelines of gender equality. Originality/Value This is the first time that gender fair language use in job advertisements is investigated (a) across different countries and languages and (b) considering status and gender typicality of professions.

Gender references in job advertisements – relations to job status and gender equality

Research has shown that gender references in job advertisements play an important role for gender (in)equality in personnel selection. The use of pair forms (masculine and feminine form) in German-language job advertisements, for example, was found to reduce the lack of fit between women and leadership roles (Horvath & Sczesny, 2013). Therefore the present study addresses the question which forms of gender reference are used in job advertisements, how these forms are distributed in different countries and how language use is related to gender typicality and status of the job. We collected job advertisements published online in four countries with different rankings of gender equality (i.e., Switzerland, Austria, Poland, and Czech Republic; World Economic Forum, 2011). We randomly selected 100 advertisements per country from four branches that are characterized by different proportions of female and male employees: steels/metals, science, restaurants/food services, and health care. The advertisements were analyzed with regard to gender references as well as different indicators of job status. The results show that, in general, men and women are addressed more equally in Swiss and Austrian job advertisements compared to Polish and Czech job advertisements. The results also show that women and men are addressed more equally in branches where the proportion of women is high than where the proportion of women is low. We thus can conclude that the use of gender references is associated with the degree of gender equality achieved in a country and with the gender typicality of a profession.