Greek life emotional responses toward objectifying alcohol advertisements: Effects of social media, spending and morality

Alicia Marie Booth

doi:10.7273/000004220

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Greek life emotional responses toward objectifying alcohol advertisements: Effects of social media, spending and morality

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Greek life emotional responses toward objectifying alcohol advertisements: Effects of social media, spending and morality

Alicia Marie Booth

Washington State University

Master of Arts (MA), Washington State University

05/2019

DOI:

https://doi.org/10.7273/000004220

Handle:

https://hdl.handle.net/2376/124866

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Abstract

Objectification (Social psychology) in mass media--Psychological aspects

Advertising--Alcoholic beverages--Psychological aspects

College fraternity members--Attitudes

College sorority members--Attitudes

For this research two studies were conducted. Study 1 asked the participants about the types of objectification they viewed when looking at various alcohol advertisements. There were other factors considered including spending, morality, and socio-economic status. Emotional responses toward the alcohol advertisements were compared to those who were involved in Greek life and those who were not in Greek life. Although it was found in Study 1 that being in Greek life did not cause the participant to view more objectification, the amount one spends on beauty products and clothing are a factor in the level of objectification a participant finds in an alcohol advertisement. Also, morality can cause participants to view more objectification in advertisements. Overall, socio-economic status also had an effect on the level or morality and spending habits. In Study 2, three alcohol advertisements were viewed each with their own level of objectification: extremely objectifying, semi-objectifying and neutral. Four positive and four negative emotions were compared to each of the three advertisements. The results show that the only significant results was “happy” toward the neutral alcohol advertisement and those in Greek life viewed this advertisement as “happy” more often than those who were not in Greek life. In addition, those in Greek life were more active on social media than those who were not in Greek life. Of all the social media platforms, it was found that Facebook, Snapchat, and Instagram are the best place to reach this population with regards to advertisements. Regardless of external variables of spending habits, morality, parental education, and socio-economic status, participants were more susceptible to alcohol advertisements due to age, Greek life association, and social media use. Due to the constant reminders found on social media and the objectifying images that are connected to alcohol advertising, this research concludes that Greek life members are more involved in social media, which leads to more positive emotions toward objectifying alcohol advertisements.

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Title: Greek life emotional responses toward objectifying alcohol advertisements
Creators: Alicia Marie Booth
Contributors: Yoon Joo Lee (Advisor) - Washington State University, Strategic Communication, Department of
Awarding Institution: Washington State University
Academic Unit: Edward R. Murrow College of Communication
Theses and Dissertations: Master of Arts (MA), Washington State University
Publisher: Washington State University
Identifiers: 99900896436001842
Language: English
Resource Type: Thesis