Using sociological methodology
to be reflective about our research findings: Survey
In order not to detach our findings of the opinions about the advertisement individual actually have, we decided to convey a survey to grasp some primal associations, which those advertisement evoke.
How was it made? Design
The form was designed, so that respondents could express their first impression, made by the presented visual materials. As this emotional respond to the image and the text is an important part of marketing efficiency. In particular, the form (made via Google forms), asked people to describe images (two for each of the time periods – thus the comparison could be made), using one word. Responses were collected as people filled the form, distributed via social media, and the most frequent words were used to create word-clouds, where the frequency is represented by the colour and size of the words. What did we get? Outcomes In general, the advertisement from the past are regarded as sexist and objectifying, more stereotypical in opposition to the inclusive and diverse modern campaign. Yet the images from the previous century are ambiguous as the femininity of the female characters is alluring and attractive, not only artificial and ridiculous. Therefore, the survey allowed to acquire a brief fragmented yet expressive snapshot of people's primal impressions, which represent the contemporary perspective on the advertisement from different eras. What could be done better?Limitations The questionnaire was completed by 43 people, thus the sample size could be see as a limitation. Moreover, the level of diversity is low, with the majority of respondents being from the same socio-demographic (young, white, female), yet this category of people is the audience of the examined advertisements. In addition, the number of images is limited. Was it helpful? Contribution to the project However, the survey allowed to understand how people see the advertisements and create word clouds, which are used to engage the viewers of the Digital object in the discussion, the survey is still going on but promoted by the site. |
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Word clouds
*These word clouds were made via the following website:
https://worditout.com/word-cloud/create
https://worditout.com/word-cloud/create