PSY322H1 Lecture : Sociocultural Approach
Document Summary
Readings: lavine, sweeney, & wagner (1999), iijima, hall & crum (1994) Gender stereotypes: trends in print media, effects of tv ads & sitcoms. Diversity in tv ads j not as much research compared to with gender! What do we see in ads published in print media: :2:zk 2 lz9@ 2 . More likely to show man to promote object, as well as face; if women, show more body. 2l: beer commercials, more men than women in ads, chest shots: men < women. 49% woman (chest shot) vs. 24% man (chest shot: body shots: men < women. Currently: see a shift to men ads focusing on body image (buff) www. notesolution. com. Sample: undergraduate men (~50-60 @ 25-30 per condition) N rate 20 ads on several dimensions (rate like/dislike) Lexical decision task: sexist words and sexual double entendres (e. g. cherry, easy j see response time after sexist/control ads)