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Individual Assignment
Table of Contents
Introduction .................................................................................................................................. 2 Conceptualisation of Research Problem ......................................................................................... 2 Qualitative Techniques Used ......................................................................................................... 2 Profiling of the respondents for the proposed study ...................................................................... 2 Rationale for using the specified Data Collection Methods............................................................. 3 Detailed Guide for Data Collection ................................................................................................. 4 Data Analysis Plan ......................................................................................................................... 6 Expectations from the Study .......................................................................................................... 6
Individual Assignment
Introduction
The article talks about the recent Ford Ads which were termed as sexist by a large section of the media and which had to be withdrawn owing to social outrage. These Ads were dismissed by Ford themselves which put the blame for the Ads on the Advertising Agency. The Advertising Agency also apologised for the Ads saying that these Ads had not passed the proper screening process and were released because of oversight.
Individual Assignment
agency personnel, we will also get information about the screening process followed at most of these agencies for new Ads. We will also have the end consumers as a part of the target respondent groups. These consumers can help us understand what kinds of advertisements were found by them to be objectionable and the reasons for it.
Individual Assignment
reasons for such Advertisements coming up. These interviews would be face to face, semistructured and informal. We need to extract as much information as possible from the advertising people because at the end of the day, they are the ones who are making these Ads. Such In-Depth Interviews of general consumers would also be carried out so as to understand their perception regarding such Ads. We can also understand the effect such Ads had on the buying behaviour of consumers for that particular product.
Individual Assignment
3. In-Depth Interview For the In-Depth Interview, prior appointments would be taken from the advertising executives. These interviews would be face to face and semi structured. The interviewer should build upon the answer given by the executive so as to get a more detailed perspective on the topic. Some of the questions which the Interviewer can ask are: Questions for Advertising Agency Executives: Profiling of the person 1. What is your name? 2. Do you work on the creative side or the non creative side of the agency? 3. For how many years have you worked in the agency? Questions related to Sexual Objectification of Women 4. In recent years, do you think there has been a rise in the Ads which show women as mere physical objects? 5. Is there a pressure from the client side to have such Ads? If yes, why is it so? 6. Why do you think that the creative people within the Advertising Agencies are coming up with such concepts? 7. What are the various measures within your agency to screen Advertisements? Do you think there is more that can be done? 8. Have you ever worked on a campaign which was sexist against women? Did that Advertisement get the Final Approval? Why do you think people viewed it as sexist? 9. What do you think are the possible reasons for the higher number of such Ads cropping up in the recent years? 10. Are there certain social contexts which have changed because of which many more such Ads are coming up? If yes, what are these changing contexts? Questions for the General Consumers 1. What is your name and Age? 2. Have you in recent times come across any advertisements which have been sexist against women? If yes, which ones? 3. Do you think there has been an increase in such Advertisements in recent times?
Individual Assignment
4. Why do you think such Advertisements are increasingly coming up? What could be the reasons behind it? 5. Are there changes in society which these Ads are only reflecting? If yes, what are these societal changes? 6. After seeing any such Ad, has your purchasing behaviour for that particular product changed? How?
Individual Assignment
analysed from a more social point of view rather than an advertising point of view. A new study can be designed as a basis for that.
Bibliography
1. Source for Article- http://www.businessworld.in/news/finance/shameful-sexist-ford-car-ads-spark-outragein-india/835791/page-1.html, accessed as on 19.9.2013 2. Debra Harker; Complaints about Advertising: Whats really happening?; Qaulitative Market Research: An International Journal 3. Jean Kilbourne, Steve Lysonski, Michelle Miller, John Ford and C McDonald; Sexy vs. Sexism in Advertisin; International Journal of Advertising, Vol. 24, No. 1, 2005, pp. 113-124