CONSUMING CIGARETTES: ON THE SOCIAL MEANINGS OF WORK, LEISURE, AND PLEASURE IN CIGARETTE MAGAZINE ADVERTISING (SELF-CONTROL, HEDONISM, DIFFERENTIAL REINFORCEMENT).
Item
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Title
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CONSUMING CIGARETTES: ON THE SOCIAL MEANINGS OF WORK, LEISURE, AND PLEASURE IN CIGARETTE MAGAZINE ADVERTISING (SELF-CONTROL, HEDONISM, DIFFERENTIAL REINFORCEMENT).
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Identifier
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AAI8611327
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identifier
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8611327
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Creator
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BERNARD, GODWIN A.
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Contributor
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Charles Winick
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Date
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1986
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Language
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English
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Publisher
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City University of New York.
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Subject
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Sociology, Social Structure and Development
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Abstract
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This study relates to research which utilizes content analysis to examine and make inferences about the distribution of specific kinds of rewards to such consumers as blacks, whites, males, and females. The data analyzed in this study depict 180 blacks, 449 whites, 350 males, and 276 females from 629 magazine advertisements.;Results indicate that white males are depicted in work and self-reliant activities more often than black males. Black males are more likely to be portrayed as engaging in pleasure seeking activities. Women are shown to engage in mostly leisure activities and little or no work. Data are interpreted in terms of the relationships to annual cigarette sales and the effects of presentation of stereotypic, mythic, and oral imageries.;The informational content of advertisements provides cues about the performance of social roles. The information embedded in advertisements clarifies and defines behavior patterns associated with social activities. Consumer behavior, as reflected in advertising sales, indicates that consumers in turn can positively or negatively reward advertisers for behavior definitions transmitted through magazine images. It becomes important to understand how an institution attempts to channel the motivational orientations of consumers by differentially reinforcing specific behavior patterns.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Sociology
