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Emotion in Advertising, Part II
Learning Team D:
BSCOM/324
April 17, 2017
Emotion in Advertising, Part II
The emotion in advertising in regards to women's self-perceptions over the years has had tremendous negative influence as media advertising has intensified. Team D focused their research question on determining what the effects are of weight loss advertising on women in America. We additionally determined that the hypothesis was that due to the influence of mass media in America, women often suffer from anxiety with their self-esteem and their body image.
Coding
Coding is necessary with establishing the findings to a research question during qualitative and quantitative research. The team's research question was aimed at utilizing various mass media such as the Internet, television, and radio to develop research findings.
Coding Units
The coding units for this study are elements that can be obtained from different sources of media to help develop a coding scheme for the research (Weltzer-Ward, 2011). After collecting statistical data by all means possible, it is analyzed for capturing the data to maximize timeliness and data accuracy (Miles, et.al,,, 1994), and tags and labels were attached to the raw data for better systematization.
Subsequently, the units for coding were derived, and the consequential examples for the units for coding are from the following theories; adverts that influence the women to lose weight, women hate bad body image, they tried weight loss for fun, and they commonly have low self-esteem.
The following are the coding units for the research:
Behaviors: these are the specific acts displayed among women in America that can be directly obtained from the sources of mass media like television, magazines, and even internet. They include codes like seeking of reassurance, bragging among others.
Events: these are lifetime occurring in the lives of people, particularly American women. The individuals often tell stories regarding their experiences with weight loss advertisements. They include moving out of their comfort zone for a weight loss program, exercising on their wedding day, etc.
Activities: this coding unit involves observing occurrences that are short lived and often involves other people. These may include attending a weight loss program, inquiry for the program and going for personal exercises.
States: these are the general circumstances conditions of American women resulting from viewing weight loss advertisements. They may include items like hopelessness, joy, excitement, and anxiety.
Coding Scheme
The development of the coding scheme resulted from research reading and articles provided by the internet, magazines, and newspapers. Audio and video sources such as television programming and radio were content transcribed and reviewed (Weltzer-Ward, 2011) prior to application of the coding process.
After assessing the transcriptions, the following coding scheme was developed:
Open coding: distinct concepts were obtained from different sections of the data. The units were created for coding that included the discussed units above. They established the headings and subheadings.
Axial coding: concepts were sought to support the headings and subheadings.
Table creation: a table was designed to organize research findings and results.
The team resolved to exhaust all possible case scenarios and verified that each category was independent of the other classes. It was concluded further that each recording unit was set to fit into only one category on the scoring dimension, and that adequate answers to the questions were requested from the data (Taylor, & Bogdan, 1998).
Code Samples
Each of the answers that were provided from the data had an occurrence sample, which was assigned with the chosen coding scheme. The reported count occurrences of the coded units were calculated and frequencies as major themes, subthemes, and coded extractions were listed as follows:
Major theme: adverts influence women to lose weight
Subtheme: Women try it to prove that it works
Coded Extraction: Women try to copy advertisement ideas about weight 15 10
Major theme: Women hate bad body images
Subtheme: Women try to have the perfect shape
Coded extraction: Women try to imitate their friends 20 15
Major theme: Women have low self-esteem
Subtheme: They try to have the perfect body size to increase their self esteem
Coded extraction: They are trying to please others with their body shape 25 15
Accordingly, the team decided that after assigning each occurrence in the sample to the coding scheme, that the frequencies were well distributed.
In Review
The Research Team D conducted and examined the findings of how the effects of media advertising, are viewed by American women. The identified research results for emotional responses, adverse feelings, and harmful self-assessments from the study's conclusions, demonstrated that in fact, media had played a significant role with frequent anxiety, self-imposed stress, and low self-esteem.
References
Miles, Matthew B., and Huberman, Michael A. (1994). Qualitative Data Analysis.
Taylor, S.J. and Bogdan, R. (1998). Introduction to Qualitative Research
Methods. Wiley and Sons: Hoboken, NJ.
Weltzer-Ward, L. (2011). Content analysis coding schemes for online asynchronous
discussion. Campus-Wide Information Systems, 28(1), 56-74. https://doi.org/10.1108/10650741111097296
