Females are under-represented in advertising agencies by a ratio of 2.3 to 1. This paper examines the impact of gender proportions on an individuals regulatory focus (Higgins 1997). The theory of proportional representation (Kanter 1977) states that individuals in the severe minority within a group may be unable to acclimate to the group, causing performance and identification problems. Regulatory focus theory (Higgins 1997) states that there are two types of regulatory foci, a promotion focus and a prevention focus, which bring about different goal pursuits and strategies for success. It was predicted that proportional representation scenarios could induce regulatory focus, with majority representation inducing a promotion focus and minority representation inducing a prevention focus. Results from Studies 1a, 1b and 1c do not find support for this prediction. In Study 2, regulatory fit is used to explain the moderating effect of proportional representation on regulatory focus. Regulatory fit states that a match “between a person’s orientation to an activity and the means used to pursue that activity” (Higgins 2000, p. 1218) brings about a feeling of fit, causing the person to value and enjoy the task more and to have greater motivation on the task. It was predicted that membership both in a promotion focus and in the majority or membership both in a prevention focus and in the minority should bring about a feeling of fit resulting in increased motivation and value placed on the task, thus better results on the task. Study 2 tested seven dependent variables, and found support for fit for three of the dependent variables. In addition, one dependent variable measuring the generation of novel uses for a brick better supports the predictions of the theory of proportional representation than those of regulatory focus. Theoretical and practical implications are given. / text

Thesis (Ph. D.)--University of Texas at Austin, 2008. / Vita. Includes bibliographical references.

No description available.

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Esta pesquisa coloca em evidência as decisões tomadas pelos conselheiros do Conselho Nacional de Autorregulação Publicitária, o conar (OARP), no ano de 2015. Através de um arcabouço teórico e de uma abordagem discursiva, nosso objetivo é problematizar as relações de poder e mecanismos que influenciam nas decisões alcançadas pelos conselheiros da entidade, as quais são sempre justificadas com base em uma aplicação do Código de Ética Publicitário. Problematizamos os conceitos de língua e de seu uso como sistema fixo, transparente e objetivo que envolve produtores e receptores de significados, o qual é o ponto de partida de outros trabalhos que falam sobre o papel do Conar na publicidade, para dar espaço a uma visão de construção de significados por sujeitos envolvidos em uma interação discursiva, e que sofrem sempre influência da posição de onde suas falas partem e de suas subjetividades. Discutimos o OARP em dois momentos históricos distintos e a partir de uma visão de campo, refletindo sobre como seus discursos se inserem nas condições de produção de cada momento respectivo, contextualizando seu aparecimento, no final da década de 70 e início da década de 80, e depois, em um período já recente, onde o OARP trabalha ativamente a partir de sua posição no campo para sua manutenção em relação aos outros atores sociais. Analisamos como os mecanismos de exclusão e validação da voz que são criados tanto discursivamente quanto pela estruturação específica das interações do campo publicitário garantem um espaço ao consumidor, mas em uma posição de existência sem direito à voz, situação discutida em algumas decisões analisadas, dialogando com o conceito de subjetividade. Por último analisamos decisões que pertencem a duas indústrias específicas e diferentes: na primeira há intensa atividade com denúncias empresa-empresa, onde essas podem se provar úteis para a obtenção de lucros, alimentando a disputa entre atores sociais que competem no mesmo segmento de negócios. Na segunda analisamos decisões relacionadas a uma indústria onde não há quaisquer denúncias empresa-empresa, e onde há participação intensa de consumidores, de quem partem todas as denúncias contra as empresas. / This research highlights the decisions made by the counselors of the Conselho Nacional de Autorregulação Publicitária, or National Council for Self-Regulating Advertising, also known as Conar (and which we shall call hereinafter OARP), in the year 2015. Through a theoretical framework and a discursive approach, our objective is to problematize the power relations and mechanisms that influence the decisions made by the counselors of the entity, which are always justified on the basis of compliance to the Code of Publicity Ethics. We problematize the concepts of language and its use as a fixed, transparent and objective system that involves producers and recipients of meanings, which is the starting point of other works discussing the role of Conar in Advertising, so instead, we make room for a vision of constructing meanings by subjects involved in a discursive interaction, and who are always subject to the influence of the position wherein their speech is built as well as to their subjectivity. We discuss the OARP at two distinct historical moments and from a specific perspective of the concept of \"field\", by Bourdieu, drawing reflections on how the OARPs discourses fit into the conditions of production in each respective moment, contextualizing the agencys foundation in the late 1970s and early 1980s, and then, looking at a recent period when the OARP works actively in the \"field\" for the maintenance of its position always in relation to the other social actors present in the same field. We analyze how the mechanisms for exclusion and validation of the voice of social actors are created through both, discourse and by means of specific structuring of the interactions in the publicity field, guaranteeing consumers with a position, however without right to having voice, as we discuss in some decisions which were analyzed, and that dialogues with the concept of subjectivity. Finally, we analyze decisions belonging to two specific and different industries: in the first industry we see intense activity with company-company denunciations, where these can prove useful for obtaining \'profits\', fueling the dispute between social actors competing in the same business segments. In the second industry, we analyze decisions where there are no \'business-to-business\' denunciations, and where there is intense participation from consumers, from which all denunciations against companies originate.

Esta pesquisa coloca em evidência as decisões tomadas pelos conselheiros do Conselho Nacional de Autorregulação Publicitária, o conar (OARP), no ano de 2015. Através de um arcabouço teórico e de uma abordagem discursiva, nosso objetivo é problematizar as relações de poder e mecanismos que influenciam nas decisões alcançadas pelos conselheiros da entidade, as quais são sempre justificadas com base em uma aplicação do Código de Ética Publicitário. Problematizamos os conceitos de língua e de seu uso como sistema fixo, transparente e objetivo que envolve produtores e receptores de significados, o qual é o ponto de partida de outros trabalhos que falam sobre o papel do Conar na publicidade, para dar espaço a uma visão de construção de significados por sujeitos envolvidos em uma interação discursiva, e que sofrem sempre influência da posição de onde suas falas partem e de suas subjetividades. Discutimos o OARP em dois momentos históricos distintos e a partir de uma visão de campo, refletindo sobre como seus discursos se inserem nas condições de produção de cada momento respectivo, contextualizando seu aparecimento, no final da década de 70 e início da década de 80, e depois, em um período já recente, onde o OARP trabalha ativamente a partir de sua posição no campo para sua manutenção em relação aos outros atores sociais. Analisamos como os mecanismos de exclusão e validação da voz que são criados tanto discursivamente quanto pela estruturação específica das interações do campo publicitário garantem um espaço ao consumidor, mas em uma posição de existência sem direito à voz, situação discutida em algumas decisões analisadas, dialogando com o conceito de subjetividade. Por último analisamos decisões que pertencem a duas indústrias específicas e diferentes: na primeira há intensa atividade com denúncias empresa-empresa, onde essas podem se provar úteis para a obtenção de lucros, alimentando a disputa entre atores sociais que competem no mesmo segmento de negócios. Na segunda analisamos decisões relacionadas a uma indústria onde não há quaisquer denúncias empresa-empresa, e onde há participação intensa de consumidores, de quem partem todas as denúncias contra as empresas. / This research highlights the decisions made by the counselors of the Conselho Nacional de Autorregulação Publicitária, or National Council for Self-Regulating Advertising, also known as Conar (and which we shall call hereinafter OARP), in the year 2015. Through a theoretical framework and a discursive approach, our objective is to problematize the power relations and mechanisms that influence the decisions made by the counselors of the entity, which are always justified on the basis of compliance to the Code of Publicity Ethics. We problematize the concepts of language and its use as a fixed, transparent and objective system that involves producers and recipients of meanings, which is the starting point of other works discussing the role of Conar in Advertising, so instead, we make room for a vision of constructing meanings by subjects involved in a discursive interaction, and who are always subject to the influence of the position wherein their speech is built as well as to their subjectivity. We discuss the OARP at two distinct historical moments and from a specific perspective of the concept of \"field\", by Bourdieu, drawing reflections on how the OARPs discourses fit into the conditions of production in each respective moment, contextualizing the agencys foundation in the late 1970s and early 1980s, and then, looking at a recent period when the OARP works actively in the \"field\" for the maintenance of its position always in relation to the other social actors present in the same field. We analyze how the mechanisms for exclusion and validation of the voice of social actors are created through both, discourse and by means of specific structuring of the interactions in the publicity field, guaranteeing consumers with a position, however without right to having voice, as we discuss in some decisions which were analyzed, and that dialogues with the concept of subjectivity. Finally, we analyze decisions belonging to two specific and different industries: in the first industry we see intense activity with company-company denunciations, where these can prove useful for obtaining \'profits\', fueling the dispute between social actors competing in the same business segments. In the second industry, we analyze decisions where there are no \'business-to-business\' denunciations, and where there is intense participation from consumers, from which all denunciations against companies originate.

The growth of service industry enhances the importance of emotion issues in organizations. In the light of increasing interest in organizational emotions, previous studies focused on how front line staffs work. However, employees who play mediating role perform more emotional labor. As Arvey, Renz and Watson (1998) suggested, it is valuable to investigate the possible moderating or mediating roles valuable. By interviewing fifteen advertising account people, this article discusses the emotional labor of advertising account people who mostly play mediating role at work. Analyzing transcriptions in a qualitative approach, this research explores the emotional rules of mediating role and how they are socialized.

This study examined parental perceptions of marketing to young children using a feminist post-structural theoretical framework to specifically examine the following questions, 1) To what extent are parents aware of the marketing tactics being directed toward young children? 2) How do power/knowledge relations and practices produce parent’s multiple subjectivities as they parent their children in regards to commercial culture? 3) How can early childhood educators adapt pedagogy and practice in order to meet the needs of children growing up within the context of a commercialized childhood? In-depth unstructured interviews revealed that parents within this study tend to view themselves as solely responsible for their children and do not support governmental regulation of the advertising industry. In most cases, the parents in the study empathized with marketers trying to sell their products to children. Furthermore, while participants in this study were concerned about how consumer culture influences children’s subjectivities, they were more concerned about “adult content” than corporate access to children. Many of the parental perceptions uncovered mirror neoliberal discourses including an emphasis on individual responsibility, the belief that government regulation is censorship and the privileging of economic rationale by systematically representing children as sources of profit. This study utilized Deleuzean and Foucauldian concepts in order to make visible the practices and discourses that discipline children and parents as consumers within the United States neoliberal assemblage(s). This analysis also revealed the very contradictions and complexities that are dramatically shaping parents and young children within the United States’ consumer cultural landscape(s).

我國的廣告代理業在外商廣告公司的加入及刺激之下經歷了多次的改變，從早期的業務員掮客制度到現在廣告機能成熟的綜合廣告代理機制，其實都是許多業者不同策略作為所塑造的結果，由於廣告業為引申性需求產業，其榮枯與否多半和廣告主的滿意程度有關，所以以往的研究多半是偏重在廣告效果的探討，但是其實在高度顧客導向的產業，尚存在多可供策略創新的領域，足以使高度競爭下的業者能夠生存的比較好，為了避免廣告代理業者在策略思考時有掛一漏萬的遺憾，所以本研究側重在運用『策略矩陣分析法』做演練，將廣告代理業者實際決策時可納用的各種變數含進此架構中，以供檢討及激發策略走向之用。 　　本研究的目的有七，分別為：一、歸納廣告產業的產業價值鏈及攸關的產業策略要素。二、透過廣告產業策略要素分析，找出在不同策略群組下各別使用了哪些策略要素以找出產業及組間的主要特色來歸納出產業關鍵成功要素。三、透過廣告產業價值鏈及策略群組，說明各相關廠商的競爭地位。四、描述受訪廠商在面對環境衝擊時的個體及策略作為。五、整理產業的發展軌跡對應的各種前提。六、提出對廣告代理產業未來發展之建議。七、檢驗策略矩陣分析法在服務業的合用性及提出進一步改良的建議。 　　本研究主要是採個案研究法，以國內六家廣告代理業者為研究對象，研究方法是將各個案公司的過去作為拆解為不同的策略要素，並訪問其作為對應的環境前提及條件前提，再將之整合到策略矩陣的架構之中。本研究的結論如下： 　　一、廣告代理業者所重視的策略要素不盡相同，在不同的總體環境及產業環境前提下，廣告公司會採取不同或是相同的策略要素，完全視其對條件／環境的感受而定。二、廣告公司前期的策略會影響廣告公司下一階段對條件人環境的感受。三、檢視不同廣告公司在不同的時段都重視的策略要素，可以發現產業業者的經營重心及可供精進的領域。檢視同一廣告公司在不同時段都重視的策略要素可以發現公司的策略性核心資源。四、對應了不同前提，廣告公司會採取不同的策略構面因應，由於前提約有效性隨時間之改變，會使企業前階段的策略正確性下降，促使企業採行新的策略成為，讓下一階段的前提與策略更加吻合五、針對某一項重大的環境衝擊，企業由於本身條件的不同，是以採用的因應策略會不盡相同，即使採行同一策略要素，但實行上的做法也不一定一樣。六、每一個策略群組成員掌控的價值活動不同，提供了業者合作及聯盟的空間。七、廣告公司擬定策略方案的基本傾向，是較偏重資源基礎或是外界環境機會的掌控，袖規模並沒有絕對關係。 　　本研究對廣告代理業的建議為： 　　一、大型廣告代理業者應致力於傳播集團綜效的發揮，使經營成本降低。 　　二、廣告代理業者應專注於人力加值的價值活動 　　三、中小型的廣告公司應走專門化路線。 　　四、研擬產業共識的管道及網路關係應盡早建立。 　　五、利用地理區域局部優勢連續轉進

This thesis investigates how Swedish advertising professionals experience their work in the digital age. Findings from semi-structured qualitative interviews conducted with 15 people are organized using the concept of “media logic” re-interpreted by Mark Deuze, which covers four aspects of media work: institution, technology, organization and culture. The institution feature covers three developments occurring at the industry level, which are concentration, fragmentation and convergence. How these trends determine the way advertising professionals work is the main topic of this section. The findings show that especially due to extensive pressures from shifts of globalization and digitalization in recent years, an ongoing power struggle is taking place in all three institutional trends. The second feature is technology, in which the focus is to understand how technology shapes the way professionals interact with consumers. Interviewees were well aware of the increasing need to construct an interactive and participatory environment for brands and consumers. However, one should not be naïve and celebrate the powerful role of the consumers, nor assume that all advertising agencies are fully capable of harnessing digital technology. Organization is the third feature, where attention is paid to how professionals organize their projects and work styles. In advertising agencies, a major transformation was evident in the creative department where technologists who understand digital are becoming crucial assets next to art directors and copywriters. The last feature is culture, which examines how professionals perceive the cultures of production that influence the final advertising product. Many referred to positive aspects such as a flat and non- hierarchical culture promoting better collaboration. On the other hand, some interviewees indicated the misrepresentation of gender and ethnicity as problematic. These four features function to critically assess the challenges that lay ahead for Swedish advertising professionals in the digital age. / <p>Article manuscript 7,5 hp par of degree:<em> The rising need of technologists in the core creative team of advertising agencies</em></p>