DOCUMENT RESUME ED 481 187 CS 512 480 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (86th, Kansas City, Missouri, July 30-August 2,2003) .Advertising Division. PUB DATE 2003-07-00 NOTE 583p.; For other sections of these proceedings, see CS 512 480-498. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF03/PC24 Plus Postage. DESCRIPTORS *Advertising; College Students; Consumer Economics; Crisis Management; Cross Cultural Studies; Decision Making; Emergency Programs; Foreign Countries; Higher Education; *Journalism Education; Periodicals; *Television Commercials; Television Viewing IDENTIFIERS Cultivation Theory (Television); Disaster Planning; India; Latinos; Product Placement; South Korea; Third Person Effect; Vietnam ABSTRACT The Advertising Division of the proceedings contains the following 20 papers: "Stereotyping the 'Model Minority': A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others" (Dennis J. Ganahl, Liang Ge and Kwangok Kim); "Cultivation Effects of Television Viewing: A Study of Relationships Among Viewing, Materialism and Attitudes Toward Commercials" (Dennis J. Ganahl, Hongwei Yang, and Jie Liu); "Academic Institutional Television Commercials: A Comparison of Universities" (Brian Parker and Gail Baker); "Attitudes Toward Grades Among Advertising Students: Creative Orientation, GPA, Gender and Other Factors" (Don Umphrey and Jami A. Fullerton); "A Content Analysis of Print Advertising Appeals in Times of Crisis" (Alexander Muk); "Advertising Theory Beyond the Context of Advertising: Taylor's Six-Segment Message Strategy Wheel Offers an Integrated Model of Political Behavior" (Anne Cunningham and Eric Jenner); "Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and U.S. Print Advertising" (Hye-Jin Paek); "College Students' Perceptions of 'Creative Circumvention' Beer Commercials" (Lara G. Zwarun); "Is It Segmentation or Segregation?: Exploring the Unintended Social Consequence of Targeting Minority Audiences with Advertising Placements Outside of Mainstream Media" (Karie L. Hollerbach); "Latino Consumer Behavior and Acculturation: A Communication Model" (Olaf Werder and Frank G. Perez); "The Test of the Effectiveness of Product Placements in Video Games: Comparing Explicit and Implicit Memory for Brand Names" (Moonhee Yang, Lucian Dinu, and David R. Roskos-Ewoldsen); "Proactive and Retroactive Position Effects and a System for Evaluating Pod Positions (SEPP)" (Koanghyub Kim, W. Joann Wong, and Xinshu Zhao); "From Information Retrieval to Actual Purchase: A Path Analysis of the Online Purchase Decision Making Process Among U.S. and Indian Consumers" (Padmini Patwardhan and Jyotika Ramaprasad); "Strategies for the Super Bowl of Advertising: An Analysis of Message and Creative Strategies for Commercials and Related Web Sites" (Juran Kim, Jang-Sun Hwang, and Sally J. McMillan); "Public Attitudes toward Advertising: Trends and Predictors" (Tien-Tsung Lee and Martin I. Horn); "Hard-Sell Killers and Soft- Reproductions supplied by EDRS are the best that can be made from the original document. Sell Poets: Modern Advertising's Enduring Message Strategy Debate" (Fred K. Beard); "A Content Analysis of Print Advertising Appeals in Times of Crisis" (Alexander Muk); "Warning Signals, Wind Speeds and What Next: A Pilot Project for Disaster Preparedness Among Residents of Central Vietnam's Lagoons" (Jyotika Ramaprasad); "Who Are the 'Others'? Third-Person Effects of Idealized Body Image in Magazine Advertisements" (Yoonhyeung Choi and Glenn Leshner); "Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and U.S. Advertising" (Hye-Jin Paek). (RS) Reproductions supplied by EDRS are the best that can be made from the ori inal document. Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication 86th, Kansas City, MO July 30-August 2, 2003 Advertising Division Stereotyping the "Model Minority": A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others...Dennis J. Ganahl, Liang Ge and Kwangok Kim Cultivation Effects of Television Viewing: A Study of Relationships Among Viewing, Materialism and Attitudes Toward Commercials...Dennis J. Ganahl, Hongwei Yang, Jie Liu Academic Institutional Television Commercials: A Comparison of Universities...Brian Parker, Gail Baker Attitudes Toward Grades Among Advertising Students: Creative Orientation, GPA, Gender and Other Factors...Don Umphrey, Jami A. Fullerton A Content Analysis of Print Advertising Appeals in Times of Crisis...Alexander Muk Advertising Theory Beyond the Context of Advertising: Taylor's Six-Segment Message Strategy Wheel Offers an Integrated Model of Political Behavior...Anne Cunningham, Eric Jenner Understanding Celebrity Endorsers in Cross-Cultural Contexts: An Exploratory Analysis of South Korean and US Print Advertising...Hye-Jin Paek College Students' Perceptions of "Creative Circumvention" Beer Commercials...Lara G. Zwarun Is It Segmentation or Segregation? Exploring the Unintended Social Consequence of Targeting Minority Audiences with Advertising Placements Outside of Mainstream Media...Karie L. Hollerbach Latino Consumer Behavior and Acculturation: A Communication Model...Olaf Werder, Frank G. Perez The Test of the Effectiveness of Product Placements in Video Games: Comparing Explicit and Implicit Memory for Brand Names...Moonhee Yang, Lucian Dinu, David R. Roskos-Ewoldsen Proactive and Retroactive Position Effects and a System for Evaluating Pod Positions (SEPP)...Koanghyub Kim, W. Joann Wong, Xinshu Zhao Strategies for the Super Bowl of Advertising: An Analysis of Message and Creative Strategies for Commercials and Related Web Sites...Juran Kim, Jang-Sun Hwang, Sally J. McMillan From Information Retrieval to Actual Purchase: A Path Analysis of the Online Purchase Decision Making Process Among U.S. and Indian Consumers...Padmini Patwardhan, Jyotika Ramaprasad Public Attitudes toward Advertising: Trends and Predictors...Tien-Tsung Lee, Martin I. Horn Hard-Sell Killers and Soft-Sell Poets: Modern Advertising's Enduring Message Strategy Debate...Fred K. Beard A Content Analysis of Print Advertising Appeals in Times of Crisis...Alexander Muk Warning Signals, Wind Speeds and What Next: A Pilot Project for Disaster Preparedness Among Residents of Central Vietnam's Lagoons...Jyotika Ramaprasad Who are the "Others" Third-person Effects of Idealized Body Image in Magazine Advertisements...Yoonhyeung Choi, Glenn Leshner U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY O This document has been reproduced as received from the person or organization originating it. O Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this TO THE EDUCATIONAL RESOURCES 2 document do not necessarily represent INFORMATION CENTER (ERIC) official OERI position or policy. 1 BEST COPYAVAILABLE Stereotyping the "Model Minority" 1 Running head: STEREOTYPING THE "MODEL MINORITY" PdLu- Stereotyping the "Model Minority": A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others Dennis J. Ganahl, Liang Ge and Kwangok Kim Southern Illinois University The authors would like to thank Dr. Dennis T. Lowry, Hyo Seoung Lee, Hongwei Yang and Anthony Huang for their help with this research. Correspondence concerning this article should be addressed to Dennis J. Ganahl, School of Journalism, Southern Illinois University Carbondale, Carbondale, IL 62901-6601. Electronic mail may be sent via Internet to [email protected]. 3 Stereotyping the "Model Minority" 2 Abstract Their population growth rate and purchasing power have made Asians a strong consumer market in the U.S. This longitudinal content analysis of primetime network commercials examined how Asians were portrayed in U.S. television commercials. Comparison analyses of all Asians to all characters, Asian females to all females, Asian males to all males, and Asian females to Asian males were made for numerical representation, acting roles, products and age. Asians were underrepresented in commercials and Asian females were more underrepresented than Asian males. When compared to all characters, Asians were more likely to be presented in younger, secondary roles. They were more likely to be in commercials for food than automobiles. Traditional gender bias-trends were apparent, when comparing Asian females to Asian males. 4 Stereotyping the "Model Minority" 3 Stereotyping the "Model Minority": A Longitudinal Analysis of Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others Has the growth and success of the Asian- American population led to greater inclusion in primetime network commercials, which is the ultimate test of cultural acceptance and mainstreaming? How is this "model minority" portrayed in primetime major network television commercials? The United States of America has a reputation as a "melting pot" of cultures, races and ethnicities. Its diversity and its reputation for personal opportunity inevitably leads to an increasing number of immigrants, yet television