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Assignment 2: article ⁄ advertisement analysis


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Assignment 2: article ⁄ advertisement analysis

  1. 1. 1 Assignment 2 Social Psychology (PSYC 0103) FNBE July’2012 Group B Yam Yih Hwan (0305861) Low RongTzuoo (0308336) Ng Jun Keat (0307587) 20th November 2012
  2. 2. 2 Article 1 (Chapter 6 Part 1) AirAsia Berhad is a Malaysian-based low-cost airline. AirAsia is Asia's largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia. AirAsia group operates scheduled domestic and international flights to over 400 destinations spanning 25 countries. Its main hub is the Low-Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). Its affiliate airlines Thai AirAsia, AirAsia Philippines and AirAsia Japan have hubs in Suvarnabhumi Airport, Clark International Airport and Narita International Airport respectively. When school holidays are around the corner, family, students, workers and other will look for air tickets to travel across other nations or countries for vacation. People usually look for the promotion from the Air Asia Berhad, because Air Asia always provides different promotion on the newspaper during high session such as, public holidays and school holidays. In the article, Air Asia Berhad had come out with a psychological strategy known as “Persuasion” from Chapter 6 Part 1. Persuasion means the changing of beliefs, attitudes, or behaviors of an individual through the obtained information. People tend to change their attitude when they see the advertisement of Air Asia promotion in the newspaper when Air Asia provided cheaper air tickets during the holidays. This is also known as the peripheral route persuasion, people are influenced by incidental cues, for example, the attractiveness of low price for air tickets. They are less likely to think further as the advertisement had provided good offers to them.
  3. 3. 3 Article 2 (Chapter 6 Part 1) In this article, the teen pop star Justin Bieber has launched his first prestige market fragrance named SomedayPerfume. On the year 2012, the upcoming 40th FiFi Awards will be awarded to Justin Bieber during the Elizabeth Taylor Fragrance Celebrity of the Year Award. It comes as no surprise the pop sensation will be honored at this year's ceremony because JustinBieber's debut women's perfume broke the records by earning $3 million in just three weeks someday back in June 2011. Through publish of this article, it had applied a psychology terms in Chapter 6 Part 1, “Attitude Change”. Attitude change occurred when a particular source changes an individual’s beliefs and attitudes about some situational cues. Justin Bieber has 10,434,248 fans on Twitter, 20 million fans on Facebook and 10 million for those that doesn’t be on Twitter or Facebook. Among all his the fans, some of them might not use perfume, but still they purchased the perfume. It is mainly due to their liking toward the celebrity, not the products. They wanted to obtain everything their celebrity had. Therefore, most of them are likely to change their attitude and purchased the Someday Perfume.
  4. 4. 4 Article 3 (Chapter 6 Part 2) This article is aboutchildrenwhich are obese at early age might lead to heart disease, diabetes and other health problems when they became adult. When a child is overweight, it normallystays in the same way into adulthood.According to the article, they advised that young children that are obese should take on weight-loss program because the success rate is higher when they are young. One of the Dutch researchers’randomly assigned 75 heavy children to either usual care or a weight-loss programme to study the differences between the group under usual care and weight- loss programme. After a yearof study, children with the weight-loss programme had gained 1.9kg and those with usual care had gain 3kg. Thereare also chances that the differences are due to body mass index (BMI). Children in the weight-loss programme went down one unit in BMI, while the others saw no change. This research shows that heavy children who start weight-loss programmes early had a higher success rate to slim down in the future. Based on this article, the concept that had applied is“Conformity and Compliance” from Chapter 6 Part 2. Conformity is a change in person behavior due to real or imagined influence of other people. Normally as a parent, they make sure theirchildren are full all the time and won’t leave them in hunger. So, they won’t care if their children are overweight as they think it is part of their growth. After reading this article, parents with heavy children will realize the harm of obese for their children, and started to change their attitude by helping their children with obese problems to lose weight at their early age before it is too late. It helps to make the parents felt more comfortable when having their children grown-up as a healthy kid. On the other hands, compliance is a change in behavior under a direct request from
  5. 5. 5 another person. After seeing this article that had published by the authority, parents willcomply the request since they think that the article is trustworthy and bring benefits to them.
  6. 6. 6 Article 4 (Chapter 6 Part 2) This article is about teaching love, virtue and compassion. Our society is becoming worst. There are a lot of cases like bullying amount teenagers, baby dumping and child abuse. For example, a 14 years old boy was beaten to death by bullies while other people just stood there and watch. What has driven our society to become so inhumanity? What can we do to reduce things like this from happening? Education is one of the ways, having faith and religious class is another way. Religious class teaches the aspect of rituals, sins and punishment that able to relief humanity and life. Children should learn all this and not to become a blind follower. Parents should become a good example for their children, every move and action they made is observed by their children and it will pass down to them. As a responsible parent, we should show love to our children and forgive them for their mistakes so that they can learn to become a much responsible person. The article above shows that “Conformity” from Chapter 6 Part 2 occurred. Conformity occurs when a person behavior started to change after influenced by other people so that they can fit into the same group as them. Conformity is also known as major influence. For most of the parent, after reading this article they will start wondering whether they are being a good parent for their children. Theirbehaviorbegins to change in order to see where are their mistakes and what can they do to change their attitudes. To ensure their children grown up to become a good person, they need to make sure their children are educated and had a warm family environment among them.
  7. 7. 7 Article 5 (Chapter 7) Penny Marshall, a 69 years old comedic actress broke the barriers in Hollywood by becoming the first female director to make a film that grossed over USD $100 in a male-dominated field. Her lack of fear of being thrown out of Hollywood and the lack of afraid to ask for help allowed herself to become a successful person today. She encourages all the future female filmmakers to take up some chances and challenge all the obstacles in order to fulfill their ambition. Also, her advices to the future female filmmakers is to use those advanced filmmaking tools wisely as during her period, the technology isn’t as advance as now. Even she’s able to break through the barriers, why not for the future filmmakers? Regarding the article, it involved the concept from Chapter 7, the “Gender Stereotypes”. Gender stereotypes are simplistic generalizations about the gender attributes, differences, and roles of individuals. Many people recognize the dangers of gender stereotyping, yet they continue to make these types of generalizations. Glass ceiling and glass escalator are two biggest barriers for women. Glass ceiling is a barrier to prevent females to advance into higher positions. As long as sexism occurs, women are hardly able to be promoted as society sees women as weak and irrational. Besides that, glass escalator is also one of the reasons. Even men are promoted much faster in predominantly female occupations; it makes most of the women become unimportant in society.
  8. 8. 8 Article 6 (Chapter 7) The article proved that men are better at multitasking than women after conducting a Swedish research by a psychology professor at Stockholm University. He found that the ability to combine several tasks at the same time for men would link to spatial ability, the ability to mentally manipulate 2 and 3 dimensional figures. He recruited 160 participants that included men and women between the ages of 20 to 43. They were instructed to keep track of three digital clock that displayed different times at different speed. After the experiment, it shows that the differences in spatial ability and working memory based on the tests given. The following article involved the concept “Stereotypes” from Chapter 7. Stereotypes mean the belief of a particular individual toward social groups in term of traits and characteristics. Even peoples are aware that some men are good in multitasking, but they tend to categorize according to what they regard as norm, for example, mothers usually perform more works at home than their husbands. Therefore, people tend to generalize every women are good in multitasking, saying that men aren’t good at multitasking. However, stereotypes may sometimes be accurate or inaccurate and positive or negative. Anyhow, it still depends on the individual belief.
  9. 9. 9 Article 7 (Chapter 8) The article is about the death of a pregnant woman in Catholic country. The woman had requested numerous times for abortion, but all her requests were turned down by doctors due to the law in Catholic country. She passed away in a hospital in Galway city last month because of the delayed of her termination of pregnancy. Her death had brought up 1000 people staged a demonstration outside the Irish parliament. This article involved the psychology concept from Chapter 8, “Social Norms”. Social norms are also known as cultural norms. Cultural norms are a pattern of behavior toward typical of specific groups. These behaviors are usually learned from parents, teachers, peers, and others whose values, attitudes, beliefs, and behaviors take place in the same context of their own organizational culture. Due to cultural norms, the doctor in Dublin refused to provide help to the 27-year-old dentist which under agony in her pregnancy statue because of the law in a Catholic country. In this situation, social responsibility norms are denied. The dentist life is dependent by the abortion but it has turned down several times by the doctor.
  10. 10. 10 Article 8 (Chapter 8) In Hong Kong, beauty parlour treatments had killed a 46 years old woman and three others, aged 56, 59 and 60, are in the hospital fighting for their lives. It is believe that the cause of the dead is involves blood transfusion. Both police and medical authorities are investigating this case. The 46 aged women died of septic shock according to a government spokeswoman. Septic shock is caused by bacterial infection and can cause respiratory and organ failure. The four women had undergone blood transfusion procedure at the beauty chain; the treatment is to boost their immune system and appearance. Surprisingly the procedures were carried out by a doctor who is not employed by the parlour. The four women fell ill after the treatment; they have sickness like fever, dizziness and diarrhoea. The direct cause of the woman death has not been confirmed but experts say it is likely to be bacterial infection. Experts now have to find out where did it when wrong. Did it happen when the blood was drawn out or when it was injected back into the body? This article related to the concept “Empathy and Altruism”. The meaning of empathy and altruism show that when we feel empathy for someone, we will help the person for altruistic reason doesn’t matter what we have gain. When a person feels empathy, the person will help regardless what the benefits are. When a person does not feel empathy, the person will help if only the person is interested. The aim is to help the person and not to gain anything in return. This article is trying to make readers feel empathy for the four women because of their eager to change into a better looking appearance but at the end they got the opposite. It helps those victims to gain some donations so that they are able to recover from their illness even though the
  11. 11. 11 publisher didn’t gain any benefit from it. In conclusion, readers will also felt empathy for the four victims and wanted to do something to help them.
  12. 12. 12 Article 9 (Chapter 9) This article is about modern theatre involved interaction between actors and audience within horrified, frightened, aggressive criminal scenes in past decades. By paying money, audience’s able to experience terror situation they had yet experienced. The show director, John Harlacher explained that all these serial killers have an individual resonance. Those killers had become a habit to behaveaggressively in order to obtain benefits for themselves. They been doing harm and causing pain to other person they haven’t met them before. Then, they kill them ruthless just to gain their benefits. To sum up the foregoing, this modern theatre had used one of the psychology terms, which is “Catharsis” from Chapter 9. Catharsis basically means performing an aggressive act, watching others engage in aggressive behaviors, or engaging in a delusion of aggression comfort built-up aggressive energies and hence reduces the likelihood of upcoming aggressive behavior. For instance, the modern theatre had shown and allowed audience’s to experience different types of murders, frightened scenes in order for audience’s to be physiological arousal of aggressive acts and behave respectively before engaging themselves in aggressive scenes.
  13. 13. 13 Article 10 (Chapter 9) A 29-year-old man was arrested yesterday over the vicious machete attack on the son of a former MP at WangsaMaju on Sunday. Kuala Lumpur police chief DCP DatukMohmadSalleh said police picked up the suspect at his house in Gombak at 3am. He said with the arrest of the suspect police hope to trace his four accomplices who were also involved in the attack. Police believe the motive of the attack could be revenge or linked to debts. Wan MohdNajib was quoted by Berbama as saying his son may have been attacked by assailants hired by a youth who had earlier lost a game of snooker to Faizal. He also said the youth is the son of a businessman who is a Datuk. In this article, I believe the suspect has applied one of the psychology concepts from Chapter 9, which is “Hostile Aggression”. Hostile aggression basically means an act of aggression in which the prime objective is inflicting some kind of harm on the victim and is usually accompanied with anger. The 29-year-old man attacked the son of a former MP numerous times in order to inflict some kind of harm. The motive behind those attacks is due to anger and frustration of the suspect who had recently lost a game of snooker to the victim. Therefore, the suspect launches the revenge in order to make he feel better.