Use the provided Module Two Activity Template Word Document to complete this assignment. You should first review the module resource Example Advertisement Analysis Word Document, which will help you distinguish between objective and subjective observations. Next, look closely at your four advertisements and identify the people present in the ads. Then, make objective observations about them and their actions. Finally, discuss the impact of bias on both social scientists and consumers. Specifically, you must address the following rubric criteria:
Describe how individuals are presented in all of your advertisements.
Your analysis is limited to each person in your ads. You are not examining settings, logos, taglines, mood/tone, or any other element of the ads. Objectively describe the people. What characteristics can you objectively observe using your senses?
In this step, do not make interpretations or judgments about the individuals.
Describe the actions being taken by the individuals in all of your advertisements.
Your analysis is still limited to each person in your ads, but now objectively describe what they are doing. What behaviors can you objectively observe using your senses?
In this step, do not make interpretations or judgments about the individuals’ behaviors.
Explain whether social scientists can be truly objective when conducting research.
Consider this week’s discussion, the module resources, and your analysis of the people in your advertisements. Do you think social scientists can be genuinely objective when doing research? Explain why or why not. Support your argument with evidence such as examples or quotes.
Discuss how consumer biases may impact the interpretation of your advertisements.
How might the beliefs, assumptions, and/or values of various consumers influence how they perceive your four advertisements? How could their own biases lead them to interpret your advertisements differently than you?
What to Submit
Submit the Module Two Activity Template. While references are not required, if you reference sources in your responses, they should be cited according to APA style. Consult the Shapiro Library APA Style Guide for more information on citations. THESE ARE THE LINKS TO MY FOUR ADVERTISEMENTS YOU WILL USE FOR THIS ASSIGNMENT 1.) Google: Body Type 2.) Hyundai: Smaht Pahk 3.) Apple: A Climate Change Promise from Apple 4.) Ad Council: Fight the Virus. Fight the Bias.
Requirements: Read The Instructions Above
SCS 100 Module Two Activity Template
Replace the bracketed text below with your responses. Support your responses with specific details and examples. You do not need to conduct outside research, but if you use sources, cite them using APA style.
Describe how individuals are presented in all of your advertisements.
[Insert title of advertisement 1.]
[Insert text.]
[Insert title of advertisement 2.]
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[Insert title of advertisement 3.]
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[Insert title of advertisement 4.]
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Describe the actions being taken by the individuals in all of your advertisements.
[Insert title of advertisement 1.]
[Insert text.]
[Insert title of advertisement 2.]
[Insert text.]
[Insert title of advertisement 3.]
[Insert text.]
[Insert title of advertisement 4.]
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Explain whether social scientists can be truly objective when conducting research.
[Insert text.]
Discuss how consumer biases may impact the interpretation of your advertisements.
[Insert text.]
SCS 100: Module Two Example Advertisement Analysis
When you are making observations, it is important to know the difference between objective and subjective observations. Objective observations use your five senses to record what is happening in whatever situation you are observing. Objective observations are the same across multiple observers and should be able to be repeated. Objective observations often start with “I saw,” “I heard,” “I counted,” “I tasted,” or “I smelled.”
Take a look at the following ad:
Image source:
Objective observations about the people in this ad would include the following: Two adults are lying in bed, under the covers. They are both holding smartphones and looking at the screens. Objective observations about the environment include the following: The two people are in a bed with white linens and a headboard. Objective observations record only the observable facts. For example, you would record a color as “white” but not as “crisp” or “bright.” These are adjectives that express an opinion about the color and not the color itself. Similarly, you might infer a relationship between people without being able to directly verify the relationship. (Do we know that the adults in the ad are married or otherwise partnered? How?) Therefore, presuming a type of relationship here is not an objective observation.
Stating that the couple is “disconnected” or “bored” is a subjective inference because it is based on your opinion. It assumes something about the couple based on your perceptions. Subjective observations are often opinions, beliefs, judgments, or assumptions. Subjective observations might be different between two observers; usually, if someone repeats the same observation, he or she will get different results. Subjective observations often start with “I think,” “I feel,” “I believe,” or “I like/don’t like.”
Look at the above ad again. Subjective observations about this ad may including the following: The two adults are a married couple, the couple is upper- or middle-class, the bed is comfortable, or the couple should pay more attention to each other. Scientific observations aim to be objective. Objective observation allows for studies to be replicated and findings to be compared across multiple studies.
Ways to Improve Objectivity When Observing
Even objective observations are never 100% accurate. Depending on what you are observing and why, there are techniques you can use to improve your objectivity. One way to help improve objectivity is to collaborate with others and ask a larger group to share their observations related to your selected subject. By getting a variety of viewpoints, it can help you to see the range of reactions and observations, and you can begin to see how observers agree or disagree with each other. If there is high consistency between the observers, you know your observations are on the right track and more likely to be objective, rather than subjective.
Reference
Smith, R., & Davis, S. (2012). The psychologist as detective: An introduction to conducting research in psychology (6th Edition). Boston, MA: Pearson.