SCS 100 Theme 2: Project 2 Exemplar Article Choice I chose the advertisements that I did because I was interested in how they related gender to food. Each advertisement is marketing a certain food: gelato, candy bars, or ice cream. Each advertisement depicts either females alone or females in specific gender roles. I was also intrigued by the advertisements because I am female and I enjoy eating chocolate. When I have had a hard day I enjoy coming home and indulging in dessert to comfort myself. Some of the advertisements portray women as having a desire for sweets, which made me question my own tendency to desire sweet foods after a hard day at work. Assumptions and Observations Audience. Each advertisement has a specific audience to which it appeals. Each advertisement depicts mostly white actors and actresses. The intended audience of these advertisements are people who use food as reward. The audience for these advertisements would most likely be people from a westernized civilization who have excess food to use for pleasure or reward. For example, people who live in countries where there is not easy access to plentiful amounts of food would not have the same relationship to food as the people depicted in these advertisements. There are other aspects of the advertisements that make me think the intended audience is white and westernized. For example, the marriage in the Milky Way advertisement appears to be a traditional Christian wedding, based on the presence of a priest and the decoration of the church. The Freddo Ice Cream advertisement depicts children, all of them white, and represents a democracy in which people are elected to government positions. The Celebration advertisement is also showing individuals—all of whom are also white—who again are using food as a way of celebrating. Finally, the Antonio Federici advertisement is depicting a white nun being sinful by eating chocolate, which again seems to be portraying a relationship between indulgence and food. I believe the relationship of food as indulgence is a more westernized and privileged notion. Based on my observations, I believe the intended audience for most of these advertisements are middle-class, white women. Message. The message the advertisements are sending all seem to be about the relationship between people and food. For the Federici advertisement, the message is that women use rich, sweet food for indulgence and as a “guilty pleasure.” The advertisement even seems to relate the indulgence of this sweet food with sin by showing a nun who is pregnant. The Freddo Ice Cream advertisement is also showing a relationship between food and people. In this advertisement, I observed that the girls are the ones serving food, while the boy is the one running for office. This advertisement seems to portray a stereotype of women serving men. It also is showing a relationship between women being the ones .

1. SCS 100 Theme 2: Project 2 Exemplar
Article Choice
I chose the advertisements that I did because I was interested in
how they related gender to
food. Each advertisement is marketing a certain food: gelato,
candy bars, or ice cream. Each
advertisement depicts either females alone or females in
specific gender roles. I was also
intrigued by the advertisements because I am female and I enjoy
eating chocolate. When I have
had a hard day I enjoy coming home and indulging in dessert to
comfort myself. Some of the
advertisements portray women as having a desire for sweets,
which made me question my own
tendency to desire sweet foods after a hard day at work.
Assumptions and Observations
Audience. Each advertisement has a specific audience to which

2. it appeals. Each
advertisement depicts mostly white actors and actresses. The
intended audience of these
advertisements are people who use food as reward. The
audience for these advertisements
would most likely be people from a westernized civilization
who have excess food to use for
pleasure or reward. For example, people who live in countries
where there is not easy access to
plentiful amounts of food would not have the same relationship
to food as the people depicted in
these advertisements. There are other aspects of the
advertisements that make me think the
intended audience is white and westernized. For example, the
marriage in the Milky Way
advertisement appears to be a traditional Christian wedding,
based on the presence of a priest
and the decoration of the church. The Freddo Ice Cream
advertisement depicts children, all of
them white, and represents a democracy in which people are
elected to government positions.
The Celebration advertisement is also showing individuals—all
of whom are also white—who
again are using food as a way of celebrating. Finally, the

3. Antonio Federici advertisement is
depicting a white nun being sinful by eating chocolate, which
again seems to be portraying a
relationship between indulgence and food. I believe the
relationship of food as indulgence is a
more westernized and privileged notion. Based on my
observations, I believe the intended
audience for most of these advertisements are middle-class,
white women.
Message. The message the advertisements are sending all seem
to be about the
relationship between people and food. For the Federici
advertisement, the message is that
women use rich, sweet food for indulgence and as a “guilty
pleasure.” The advertisement even
seems to relate the indulgence of this sweet food with sin by
showing a nun who is pregnant.
The Freddo Ice Cream advertisement is also showing a
relationship between food and people.
In this advertisement, I observed that the girls are the ones
serving food, while the boy is the
one running for office. This advertisement seems to portray a
stereotype of women serving

4. men. It also is showing a relationship between women being the
ones to handle the serving and
maybe even the preparation of food. The Celebration
advertisement’s message again appears to
show a relationship between women celebrating with food. The
ad even shows the girls
celebrating other’s misfortune, thereby seeming to portray
females as selfish. The Milky Way
advertisement also depicts a woman as being selfish by
indulging in chocolate, which makes
her late for her own wedding. A common message is showing
gender stereotypes as they relate
to women and food.
Relationship between people. I believe that in most of these
advertisements, the most
important relationship depicted between people is the
relationship between sinful females and
others. For example, in the Antonio Federici advertisement, one
thinks of an innocent nun who
has sinned. Females are supposed to be innocent and this
advertisement taps into the hidden

5. desires of females. I believe these advertisements also show
women as weak compared to their
desires; for example, the women in the Celebration
advertisement care only about winning and
do not care about their injured competitor. Although the Freddo
Ice Cream advertisement
depicts a different type of gender stereotype, it is still
important. The Freddo advertisement
shows females serving males and acting in less important or
secondary roles. The relationship
between genders is the most important relationship I observe in
these advertisements.
Relationship with product. In each of the advertisements, the
relationship that I chose
to focus on is the relationship between women and food. The
Freddo Ice Cream advertisement
shows females in the traditional secondary role of serving and
preparing food, while the male is
in the primary role of running for office. The other three
advertisements all portray women as
being selfish and indulgent when they engage in eating sweet
food. The relationship is that a
woman cannot help herself and indulges in the guilty pleasure

6. of a sweet food.
Effectiveness. For me, the least effective advertisement is the
Celebration
advertisement, because it depicts females acting in an obviously
selfish way by showing them
celebrating when their competitor is injured. The Milky Way
advertisement also shows a
woman acting selfishly, but the ad does it in a less obvious way;
the consequence of her selfish
behavior is not celebrating another person getting hurt, but that
people have to wait for her
wedding. Therefore, the Milky Way advertisement is more
effective than the Celebration
advertisement. I also believe the obviousness of the message
impacts the effectiveness of the
Antonio Federici advertisement, because if the nun were not
pregnant, the message of indulging
and being sinful would be less obvious, and would therefore be
more effective for me. Finally,
the Freddo Ice Cream advertisement very obviously depicts
stereotypical gender roles; for me,
it is hard to look past that and focus on the product. Overall, the
advertisements that make a less

7. obvious attempt at getting their message across seem to be the
most effective.
Social Science Evidence
To back up my observations about the relationship between
women and food, which in these
advertisements I observed to represent gender stereotypes of
women in servile roles and as
being weak and unable to resist their desires, I looked for
evidence within the course so far.
My interest in the portrayal of the women in these
advertisements seems to fit both within the
psychological and sociological fields. In Theme 1, we learned
that gender stereotypes can be
examined through the idea of the “social construction” of these
topics, meaning that society
creates and reinforces the category of gender. In Theme 1, we
learned that psychology is the
study of the mind and behavior (American Psychological
Association, n.d.) and even though
gender roles may be socially constructed, the behavior of
engaging in those gender roles is
very interesting to me.

8. We learned about perception in Theme 2. Perception plays a big
role in these advertisements
because it helps to explain why we perceive what we do from
these advertisements. The halo
effect is described as “a bias in which our overall impression of
a person (a figurative halo)
colors our judgments of that person’s character” (Baumann
Foundation, 2013). The halo effect
comes into play in multiple advertisements. For example, in the
Antonio Federici
advertisement, we see a nun who has sinned and we start to
make assumptions about all the
other choices in her life. We also do this with the Celebration
and Milky Way advertisements.
The depiction of females choosing to indulge within the
advertisements leaves the audience
making assumptions about the females’ overall weaknesses and
tendency to give into their
desires. Confirmation bias can also be used to describe why we
perceive what we do from these
advertisements. Confirmation bias is described as seeking
and/or interpreting evidence in a way

9. that is congruent with one’s existing beliefs or expectations
(Nickerson, 1998). Gender
stereotypes already exist; therefore, we are more likely to
interpret the advertisements in line
with the gender stereotypes with which we are familiar.
According to confirmation bias, we see
the Freddo Ice Cream advertisement as confirming societal
gender stereotypes that women are
secondary to men. Even though these cognitive biases happen
automatically, we learned in
Theme 2 that they influence our opinions and emotions about
situations.
Question
The Theme 1 overview describes one of the big questions in
psychology as “What motivates
individuals to act in certain ways?” I used this question, along
with the evidence about cognitive
biases, to help inform my own question about gender
stereotypes. I am also using my own
experiences because in my household I do more of the cleaning,
while my husband does the
lawn work. These behaviors fit into stereotypical gender roles

10. of women doing more of the
cleaning and cooking and men doing more of the yard work.
Although my experience is
different than the gender stereotypes portrayed in the
advertisements, these behaviors still fit
into the theme of gender stereotypes. I created a question a
social scientist might ask using both
the information from the course and my own experiences. Based
on this information, my social
science question is: How do cognitive biases influence our
behaviors to adhere to gender
stereotypes?
References
American Psychological Association. (n.d.). Definition of
psychology. Retrieved from http://www.apa.org/about/
The Baumann Foundation. (2013). The halo effect: Why angels
and devils walk the earth. Retrieved from
http://www.beinghuman.org/article/halo-effect
Nickerson, R. S. (1998). Confirmation bias: A ubiquitous
phenomenon in many guises. Review of General
Psychology, 2(2), 175–220.

11. Brittaney Allen
Southern New Hampshire University
1/21/2018
SCS 100 Theme 1: Comparison Template
Ad 1: Infusium 23 Hair Products
Ad 2: Woman’s Room: Stand Strong
Ad 3: Pizza Planet: California Meat
Ad 4: V2O Pure Grain Vodka: Phone
1. Question(s) related to how individuals are represented in the
ads
Why is the model a white female?
Why are men included in the ad?
What is the reason behind the choice other attire?
Whom does the rugby player signify?
What is the significance of all the ornaments that have been put
on by the man?
What does the lady and the gentle man imply we they look at
one another?
2. Questions related to how groups and group behavior are
represented in the ad
Why is it that all of them stare at her hair and not her attire?
What is the significance of the rugby player diving onto the
other man?
Why does the man have his body marked?
Why is the implication of the place they are sitting at?
3. Questions related to how culture and cultural identity are
represented (or not represented) in the ad

12. Why is it that whereas in offices decent dressing code is
required, the candidate puts on “indecently” while entering the
office?
What is the relationship between the rugby player and
protecting women against violence?
How does the man represent the pizza lovers?
What does “losing more than the phone” signify in the current
culture?
4. How do the ads compare to each other?
All of the ads illustrate wellness and healthy. Three of the ads
feature women products and women desires while one features
diversity in the culture (pizza). One of the ads implies human
rights and the role of all human beings to safeguard human
rights.
5. What overall observations might a social scientist be
interested in studying in relation to the themes present in these
advertisements?
What larger questions about human interactions might they ask?
Social scientists would want to observe the impact of the ads to
the men and women. They would also want to understand the
relationship between featuring a woman only or a man only or
both in an ad. They would also want to understand leads to
women behaving they way they have been featured and what are
the circumstances.
Questions would be:
How does the look and feel of the hair, fear and desire influence
the women?
How do the ads change the behavior of me towards the female
gender?
How does the public view the scenes depicted in the ads?

13. SCS 100 Theme 1: Advertisement Examples
You will need to identify four advertisements to support your
work on the Comparison Template, which is due at the end
of Theme 1, and the Observation Journal, which is due at the
end of Theme 2. The list below provides a number of
examples of advertisements you can use to support these
assignments. The ads are grouped by the type of product or
service they are promoting, as it can be helpful to compare
different themes or trends used across similar products. Feel
free to use any of the ads from the list below, to select ads
across product or service type, or to select your own using
the selection criteria at the end of this document. Note that
video ads featured through the Ads of the World website
may require viewing in Chrome or Firefox.
Product/Service: Health And Beauty
Advertisement Ad Type
Diaderm Anti-Wrinkle Cream Print
Infusium 23 Hair Products Print
Revlon: Charlie Print
Corega Denture Bond Print
Garnier: Hide Yesterday Print

14. Colgate: Sinkchild (0:31) Video
Loreal: The Waterproof Experience (1:44) Video
Product/Service: House And Home
Advertisement Ad Type
Whirlpool: Finding Time Transcript (0:31) Video
Initial: How Clean are Your Bathrooms Print
Tide Plus A Touch of Downy: The Princess Dress (0:30) Video
IKEA: One Room Paradise (2:30) Video
Schlage Locks: Ex-Girlfriend (0:30) Video
Coldwell Banker Real Estate: Home’s Best Friend
(1:00)
Video
Tramontina: Meat Signature Iron (1:52) Video
http://adsoftheworld.com/media/print/diadermine_wrinkle_expe
rt_the_couple
http://adsoftheworld.com/media/print/infusium_23_miracle
http://www.advertisingarchives.co.uk/en/asset/show_zoom_wind
ow_popup.html?asset=20176&amp%3Bamp%3Blocation=g
rid&amp%3Bamp%3Basset_list=16423%2C3700%2C46792
%2C44871%2C41885%2C40005%2C30225%2C29167%2C2893
7%2C27821%2C25343%2C22894%2C22077%2C21108%2C206

15. 68%2C20176%2C11984%2C8297%2C6989%2C1306&amp
%3Bamp%3Bbasket_item_id=undefined
http://adsoftheworld.com/media/print/corega_couple
http://adsoftheworld.com/media/print/garnier_hide_yesterday_m
eet_the_parents
https://www.youtube.com/watch?v=ZxnhUHFVztw
http://adsoftheworld.com/media/ambient/loreal_the_waterproof_
experience
https://www.youtube.com/watch?v=yDZ_RosA-Nk
https://www.youtube.com/watch?v=yDZ_RosA-Nk
http://adsoftheworld.com/media/print/initial_how_clean_are_yo
ur_bathrooms_1
https://www.youtube.com/watch?v=oB8Ooz5lMb8
https://www.youtube.com/watch?v=g06odPKwGrg%20
https://www.youtube.com/watch?v=00nxl3tQjQc
https://www.youtube.com/watch?v=hYZrSUowBMs
http://adsoftheworld.com/media/online/tramontina_meat_signat
ure_iron
Product/Service: Alcohol and Tobacco
Advertisement Ad Type
Carlsberg Beer: If Carlsberg Did Fitting Rooms (0:30) Video
Borsodi Beer: Counter Print
V2O Pure Grain Vodka: Phone Print
Polevskaya Varnya: Hangover is Over (0:57) Video

16. OCB: Stick it Up Print
1960s Camel: Where a Man Belongs Print
Product/Service: Food & Beverage
Advertisement Ad Type
Farmer Cereal Bars: Instant Energy, 2 Print
Airwaves Gum: Bus Print
Carl’s Jr.: Au Natural (0:52) Video
Milio’s Sandwiches: Astronaut Print
Pizza Planet: California Meat Print
Coca-Cola: Battlefield (1:02) Video
Spoleto Restaurant: Beautiful Women Don’t Pay
(1:48)
Video
Product/Service: Cars and Transportation
Advertisement Ad Type
Land Rover: Maasai Tribe Print
Volkswagen TDI Clean Diesel: Mom (0:45) Video

17. Chariot India Print
Official Ram Trucks Super Bowl Commercial: “Farmer”
(2:02)
Video
Volkswagen: The Uber test ride (1:53) Video
Lekker Bicycles: Model, 2
(There are three different models, you can view the
other two below the advertisement on this page)
Print
https://www.youtube.com/watch?v=GZd_O-7s_sQ
http://adsoftheworld.com/media/print/borsodi_counter
http://adsoftheworld.com/media/print/v2o_pure_grain_vodka_ph
one
http://adsoftheworld.com/media/online/polevskaya_varnya_hang
over_is_over
http://adsoftheworld.com/media/print/ocb_stick_it_up
http://www.advertisingarchives.co.uk/en/asset/show_zoom_wind
ow_popup.html?asset=87523092&amp%3Bamp%3Blocatio
n=grid&amp%3Bamp%3Basset_list=87523411%2C875231
03%2C87523092%2C87523090%2C87522710%2C87522676%2
C87522526%2C87522359%2C87522314%2C87522171%2C8752
2138%2C87521610%2C87521561%2C87521057%2C87521056
%2C87521048%2C87521047%2C87521046%2C87521045%2C8
7521044%2C87521043%2C87521042%2C87520940%2C875208
46%2C87520656%2C87520413%2C87520340%2C87520328%2
C87520324%2C87520193%2C87520190%2C87520180%2C8752
0176%2C87520151%2C87520144%2C87520086%2C87520085
%2C87519893%2C87519449%2C87519409%2C87519392%2C8
7519194%2C87519030%2C87518713%2C8751
http://adsoftheworld.com/media/print/farmer_cereal_bars_instan

18. t_energy_2
http://adsoftheworld.com/media/print/airwaves_gum_bus
https://www.youtube.com/watch?v=bU2u4Ne80jI&amp%3
Bamp%3Bfeature=youtu.be
http://adsoftheworld.com/media/print/milios_sandwiches_astron
aut
http://adsoftheworld.com/media/print/pizza_planet_california_m
eat
http://adsoftheworld.com/media/tv/cocacola_battlefield
http://adsoftheworld.com/media/ambient/spoleto_restaurant_bea
utiful_women_dont_pay
http://adsoftheworld.com/media/print/land_rover_maasai
https://www.youtube.com/watch?v=h3z6sclsFdc&amp%3B
amp%3Bfeature=youtu.be
http://adsoftheworld.com/media/print/chariot_india_football_rio
t
https://www.youtube.com/watch?v=1OyRQmK1Zjg
https://www.youtube.com/watch?v=YFbiihfI-
ag&amp%3Bamp%3Bfeature=youtu.be%20
http://adsoftheworld.com/media/print/lekker_bicycles_model_2
Product/Service: Social Services and Causes
Advertisement Ad Type
Woman’s Room: Stand Strong (an ad from the
Croatian Rugby Association)
Print
IP Casinos: Mammograms and Margaritas: Breast

19. Cancer Support
Print
Chilean Red Cross: Earthquake (1:04) Video
Hospital Austral Print
Texas Department of State Health Services: Shhhh
(0:31)
Video
Bureau of Civil Affairs: T-Shirt Design for Orphans Print
Qatar Cancer Society: Generosity Is Its Own Reward
(2:00)
Video
Ad Selection Criteria
If you would like to select your own ads, use the criteria below.
The ads you select should:
product or service advertised will impact or influence
people
them, or the approach used in the ad

20. o The individuals in the ads
o The groups portrayed in the ads
o Culture or cultural representations included (or not included)
in the ads
http://adsoftheworld.com/media/print/womans_room_stand_stro
ng
http://adsoftheworld.com/media/print/womans_room_stand_stro
ng
http://adsoftheworld.com/media/print/ip_casino_mammograms_
margaritas
http://adsoftheworld.com/media/print/ip_casino_mammograms_
margaritas
http://adsoftheworld.com/media/radio/chilean_red_cross_earthq
uake
http://adsoftheworld.com/media/print/hospital_austral_family_p
lan_tabasco
http://adsoftheworld.com/media/tv/texas_department_of_state_h
ealth_services_shhhh
http://adsoftheworld.com/media/ambient/bureau_of_civil_affair
s_tshirt_design_for_orphans
http://adsoftheworld.com/media/tv/qatar_cancer_society_genero
sity_is_its_own_reward