SCS 100 6-2 ASSIGNMENT: Project Preparation

Step-By-Step Guide on SCS 100 6-2 Assignment: Project Preparation

Introduction to SCS 100 6-2 Assignment

This Owlisdom How-To Guide provides a systematic approach to analysing advertisements through the lens of social science. Advertisements are not just marketing tools but also mirrors of societal values, biases, and cultural identities. By dissecting these ads, you can gain insights into how companies communicate with their audiences and the broader societal implications of these communications.

You are instructed to use four advertisements to solve your course project. I will use two to provide a dummy SCS 100 6-2 ASSIGNMENT: Project Preparation solution. The first ad I will use is Promote Iceland: Let It Out! (from Product/Service: Health and Beauty section) and one Toyota: 2020 Toyota Big Game Commercial: Ft Cobie Smulders (Product/Service: Cars and Transportation section).

In this module, we will solve this project in detail. As mentioned in the SCS 100 1-3 Assignment, we will only outline the final project and briefly describe what we will write for it. Here, we will provide a detailed explanation of the SCS 100 6-2 ASSIGNMENT: Project Preparation.

In this section, you will analyse the four advertisements you selected earlier in the course. Use social science approaches to gather specific information from them. As you conduct your analyses, consider what these advertisements say about the companies selling the products, the organisations making the ads, the people purchasing the products, and society.

Part One: Advertisement Analysis

To start the SCS 100 6-2 ASSIGNMENT: Project Preparation, we will first analyse our chosen advertisements and discuss their perspectives.

1. Determine how individuals and groups are represented in the advertisements.
A. What audiences are the advertisements trying to reach?
B. What unspoken or underlying messages do you think the ads might be sending?

Representation of Individuals and Groups

• Examine the visual and textual elements in the ads to identify which audiences are targeted. 
• Assess the portrayal of these individuals—are they shown in stereotypical roles or empowered positions? 
• Note any implicit messages about values or ideologies.

2. Identify stereotyped group behaviour in the advertisements.
A. What do the advertisements say about the behaviour of the groups represented?
B. What underlying messages do the advertisements send about the group behaviours in them and the audiences they assume will be consuming the products?

Stereotyped Group Behavior

• Identify any group behaviours that are exaggerated or simplified. 
• Consider how these portrayals could affect the viewer’s perception of these groups. 
• Analyse whether these stereotypes serve a specific narrative or marketing goal.

3. Determine how different cultures are represented in the advertisements.
A. How do the ads represent culture? Are any stereotypes being used?
B. What unspoken or underlying messages might the ads send about culture?

Cultural Representation

• Evaluate how different cultures are depicted. 
• Are there any cultural stereotypes? 
• How do these depictions inform the viewer about the cultural values or biases of the ad creators?

4. Discuss how ethical issues in the social sciences impact advertising. Look beyond the economic effects of advertisements and consider the following questions to help address this prompt:
A. Do the ads confirm biases? Do they rely on stereotypes? Do they support social change? Do they stay neutral on social or political movements? Should they get involved in social or political movements?
B. Why might it be necessary for advertisers and companies in a diverse world to be as inclusive and unbiased as possible?

Ethical Issues in Social Sciences and Advertising

• Reflect on the ethical considerations of the advertisements. 
• Discuss whether the ads perpetuate biases or stereotypes, contribute to social change, or remain neutral. 
• Explore the importance of inclusivity in advertising.

Representation of Individuals and Groups

Target Audiences: Advertisements are crafted to appeal to specific demographic groups. For example, a luxury car ad might target affluent adults by depicting professional success and exclusivity. In contrast, a family car ad might focus on safety and space, appealing to parents with young children (Chisholm, 2013).

Portrayal and Implicit Messages: Advertisements often convey implicit messages by portraying individuals. For instance, an ad featuring a woman in a leadership role in a tech company sends a progressive message about gender roles, challenging traditional stereotypes and promoting gender equality in STEM fields.

Culture

Stereotyped Group Behavior

Behaviour Representation: Ads may depict certain behaviours that reflect or reinforce societal stereotypes. A typical example is the portrayal of teenagers as rebellious or carefree, which could broadly influence perceptions of youth behaviour (Ward & Grower, 2020).

Underlying Messages: These portrayals can affect viewer perceptions, potentially reinforcing negative stereotypes or breaking down barriers by presenting counter-stereotypical behaviours.

Example: A fast-food advertisement showing only younger individuals enjoying junk food might inadvertently associate unhealthy eating habits solely with younger demographics.

Cultural Representation

Cultural Depictions: How advertisements represent culture can reveal much about societal norms and values. For example, ads that showcase multicultural gatherings during festivals like Christmas or Diwali promote inclusiveness and cultural diversity.

Cultural Stereotypes and Messages: It is crucial to identify whether these ads perpetuate cultural stereotypes or foster a broader understanding and acceptance of different cultures (Eisend et al., 2023).

Ethical Issues in Social Sciences and Advertising

It is vital to analyse whether advertisements confirm biases or rely on stereotypes. Ads that challenge societal norms and promote social change can profoundly impact public opinion and behaviour (Ferrell et al., 2019). The necessity of inclusive and unbiased ads cannot be overstated in a diverse world. Ethical advertising practices should respect all individuals and avoid perpetuating harmful stereotypes.

Examining advertisements through social science lenses reveals their profound influence on societal perceptions and behaviours. As the definition of liberal arts has evolved to incorporate a broader understanding of cultural and societal dynamics, so has the analysis of media like advertising. This analysis helps underscore the importance of ethical considerations in media production and the role of advertising in shaping, reflecting, and sometimes challenging societal norms and values. This approach enriches students’ academic perspectives and prepares them to critically engage with media in an informed, ethical, and socially responsible way.

The answers that come from an analysis can often lead to more questions. In this section, you will use the information you found from your advertisement analyses to ask a broader social science question. You do not need to answer the question but talk about how you might study your advertisements using the skills and knowledge you gained in this course.

Part Two: Social Science Questions

For this part of SCS 100 6-2 ASSIGNMENT: Project Preparation, we will answer some fundamental social science questions concerning the selected advertisements.

5. Propose a finalised social science research question based on your analysis of the advertisements you chose.
A. Think beyond the minor details from your analysis and consider what the ads say about individuals, groups, institutions, or society.
B. What is the meaning or significance of the ads? For example, you might be interested in ethical issues related to advertising. You might want to explore how current events influence the content of ads. Or maybe you would like to ask how common ad themes could impact an audience’s self-concept.

Formulating a Social Science Research Question

• Based on your analysis, propose a broad question that explores the more profound societal implications of the ads. 
• This question should aim to uncover underlying social dynamics or cultural shifts.

6. Discuss how you used a social science perspective to develop your research question.
A. Explain how you used social science concepts, perspectives, or approaches to write your research question.

Developing the Research Question Using Social Science Perspectives

• Explain how social science concepts helped you frame your research question. 
• Describe the theories or methodologies from social sciences that influenced your approach.

7. Explain one significant development in the social sciences that may have influenced your research question.
A. The significant development could include an important event, a discovery, the rejection of an old theory, the acceptance of a new theory, or a culture change that affected the field.
B. How might these changes in thinking and research have affected the conclusions drawn about your advertisements and the questions asked about them?

Significant Developments Influencing the Research Question

• Discuss any recent developments in social sciences that may have shaped your thinking about the advertisements. 
• This could include new theories, significant research findings, or shifts in social norms.

Example

In this section, I will utilise the findings from my previous analyses of advertisements to develop a research question that seeks to understand broader societal implications and dynamics reflected in these ads. The aim is to question and contextualise how advertisements influence societal norms and individual behaviour.

Formulating a Social Science Research Question

Finalised Research Question Proposal

Question: “How do representations of gender and family roles in contemporary advertisements influence societal norms and individual gender identity formation?”

This question explores the profound impact that media portrayal can have on individual identity and societal gender roles. It goes beyond the surface to investigate how repeated themes in advertising contribute to shaping social norms, especially concerning gender.

Developing the Research Question Using Social Science Perspectives

Application of Social Science Concepts

To frame this question, I employed concepts from sociology and psychology. Sociological theories on the role of media in society and psychological theories on identity formation were instrumental. Bandura’s social learning theory (1977), for instance, suggests that individuals acquire behavioural norms through their environment, prominently through media such as advertisements.

Influence of Methodologies

The methodology involves analysing advertisements’ content to identify common themes and narratives. This approach is grounded in cultural studies, which examine the symbolic environments created by media and their effects on the public.

Significant Developments Influencing the Research Question

The broadening of the liberal arts definition to include an integrated approach to social sciences has significantly influenced the framing of this question. This expansion recognises the interconnectedness of societal issues and encourages a multidisciplinary research approach.

Example of a Significant Development

The rise of gender studies has reshaped many social science perspectives, emphasising the need for media to portray more diverse and inclusive representations of gender and family (Mihelj & Jiménez-Martínez, 2021). This shift responds to the increasing societal demand for media that reflects real-world diversity.

This research will delve into the crucial role advertisements play in forming gender identities and perpetuating or challenging societal norms. Understanding these dynamics is essential for fostering a more inclusive society that accurately represents its diverse populations.

This approach ensures a comprehensive understanding of how advertisements can shape societal perceptions and individual behaviours, contributing to the broader field of social sciences by integrating interdisciplinary methods and theories.

In this section, you will reflect on your experience using social science perspectives to analyse advertisements and ask research questions. You will consider how your personal beliefs, assumptions, and values influenced the question you developed and explain why knowledge of the social sciences is essential to understanding yourself, other people, and the world around you.

Part Three: Reflection

For this part of the SCS 100 6-2 ASSIGNMENT: Project Preparation, we will briefly reflect on our experience using social science perspectives to analyse the selected ads.

8. Describe how your assumptions, beliefs, and values influenced how you analysed your advertisements.
A. Consider how your perceptions of the social world may have influenced how you viewed your advertisements. Did it/they cause you to make assumptions about the people in the ads? Did you focus on particular advertisements or parts of advertisements as a result? How might someone with a different set of beliefs view your advertisements?

Influence of Personal Beliefs and Values

• Reflect on how your personal beliefs and assumptions affected your analysis. 
• Consider how a different perspective might alter the interpretation of the ads.

9. Discuss how social science perspectives or approaches could be used to process information.
A. Focus on the social science perspectives or approaches you feel would be the most beneficial for analysing the information you are presented with daily.
B. For example, would analysing ads on social media from the political science perspective help you better understand a company’s political stance on issues? What perspective would help you determine if there was a possible link between the length of a commercial and its intended audience? Would examining an ad targeted at caregivers from a sociological perspective help you understand the meaning of family in various cultures?

Using Social Science Perspectives for Daily Information Processing

• Identify which social science approaches are most helpful in understanding everyday advertisements. 
• Discuss how these perspectives can aid in deciphering complex societal messages.

10. Explain how looking at the world from social science perspectives may impact your personal life.
A. How might using social science skills help you process and understand the information you use in your life?
11. Explain how examining issues from social science perspectives may affect your community relationships.
A. Think about challenges or opportunities in your community. How might applying social science perspectives to those issues benefit your community?

Impact of Social Science on Personal and Community Life

• Evaluate how applying social science perspectives can enhance your personal relationships and community involvement.

12. Discuss how being more informed about the social sciences may help you understand global contemporary issues.
A. Consider how understanding how social scientists examine human behaviours could influence how you approach global challenges and questions.

Understanding Global Issues Through Social Science

• Discuss the role of social sciences in addressing global challenges. 
• Explain how these perspectives help you understand and respond to international crises and trends.

Influence of Personal Beliefs and Values

My values around diversity and inclusion deeply influence my analysis of advertisements. I tend to scrutinise ads for how they portray gender roles and cultural diversity, reflecting my belief in equality and representation (Joyce et al., 2021). For example, I might focus more on ads challenging or perpetuating gender stereotypes. Someone with different values, perhaps more conservative, might view the same advertisements as traditional or normative rather than problematic.

Different Perspectives: Viewing ads through a feminist lens might highlight issues of gender representation, while someone with a background in business might focus more on the branding and market positioning aspects.

Using Social Science Perspectives for Daily Information Processing

Social science perspectives, particularly from sociology and political science, are instrumental in understanding the broader implications of advertisements (Santoniccolo et al., 2023). For instance, a political science approach helps dissect ads’ messaging around political issues or corporate governance, providing insights into a company’s stance on societal issues.

Applicability: Examining ads on social media with a sociological lens can reveal how they reflect or influence societal norms and values, enhancing our understanding of social dynamics.

Impact of Social Science on Personal and Community Life

Using social science perspectives enhances my personal critical thinking skills and informs my interactions within the community. Understanding sociological theories, for example, can help me navigate and address community issues such as inequality or integration.

Community Engagement: Applying these perspectives can foster greater empathy and effectiveness in community initiatives, leading to more inclusive approaches to solving local problems.

Understanding Global Issues Through Social Science

The knowledge gained from social sciences is crucial in addressing global challenges. Social scientists can offer valuable insights into global issues such as migration, climate change, and international conflicts by understanding the various factors that influence human behaviour.

Global Perspective: Social sciences provide tools to analyse and respond to international crises, offering frameworks that consider cultural, economic, and political dimensions essential for comprehensive global strategies (Bardosh et al., 2020).

Reflecting on how social sciences influence our understanding of advertisements and broader societal issues highlights the importance of a multidisciplinary approach in education and social analysis. The evolution of liberal arts to include broader social science perspectives enriches our understanding and equips us with the tools necessary for navigating and contributing to a complex, interconnected world. This educational approach fosters academic growth and deeper societal engagement and awareness.

Closing

The SCS 100 6-2 ASSIGNMENT: Project Preparation emphasises the power of social science in understanding and interpreting the world of advertising. Through careful analysis of advertisements, students learn about market dynamics, societal values, and cultural narratives. By adopting a critical social science perspective, students can better understand how media shapes and is shaped by the broader social and cultural context. In the next module of  SCS-100, we will explore the 8-1 Discussion: Making Connections.

References

Bardosh, K. L., de Vries, D. H., Abramowitz, S., Thorlie, A., Cremers, L., Kinsman, J., & Stellmach, D. (2020). Integrating the social sciences in epidemic preparedness and response: A strategic framework to strengthen capacities and improve Global Health security. Globalisation and Health, 16(1), 120. https://doi.org/10.1186/s12992-020-00652-6 

Boone, Tim, really, Anthony J., & Sashkin, M. (1977). SOCIAL LEARNING THEORY Albert Bandura Englewood Cliffs, N.J.: Prentice-Hall, 1977. 247 pp., paperbound. Group & Organization Studies, 2(3), 384–385. https://doi.org/10.1177/105960117700200317

Chisholm, S. (2013). Gender and Advertising How Gender Shapes Meaning. https://www.semanticscholar.org/paper/Gender-and-Advertising-How-Gender-Shapes-Meaning-Chisholm/1ce6fde61d97723988d0592f1dd2edf47dd6141d 

Eisend, M., Muldrow, A. F., & Rosengren, S. (2023). Diversity and inclusion in advertising research. International Journal of Advertising, 42(1), 52–59. https://doi.org/10.1080/02650487.2022.2122252 

Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95, 491–501. https://doi.org/10.1016/j.jbusres.2018.07.039 

Joyce, K., Smith-Doerr, L., Alegria, S., Bell, S., Cruz, T., Hoffman, S. G., Noble, S. U., & Shestakofsky, B. (2021). Toward a Sociology of Artificial Intelligence: A Call for Research on Inequalities and Structural Change. Socius, 7, 2378023121999581. https://doi.org/10.1177/2378023121999581 

Mihelj, S., & Jiménez-Martínez, C. (2021). Digital nationalism: Understanding the role of digital media in the rise of ‘new’ nationalism. Nations and Nationalism, 27(2), 331–346. https://doi.org/10.1111/nana.12685 

Santoniccolo, F., Trombetta, T., Paradiso, M. N., & Rollè, L. (2023). Gender and Media Representations: A Review of the Literature on Gender Stereotypes, Objectification and Sexualization. International Journal of Environmental Research and Public Health, 20(10), 5770. https://doi.org/10.3390/ijerph20105770 

Ward, L. M., & Grower, P. (2020). Media and the Development of Gender Role Stereotypes. Annual Review of Developmental Psychology, 2(Volume 2, 2020), 177–199. https://doi.org/10.1146/annurev-devpsych-051120-010630