A Level Psychology OCR Practice Exam

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What was the aim of Johnson and Young’s research regarding advertisements?

To analyze the frequency of advertisements
To determine if advertisers script adverts differently for genders
To find out children’s preferences for products
To assess the impact of advertisements on diet

The correct answer is: To determine if advertisers script adverts differently for genders

The aim of Johnson and Young's research was to determine if advertisers script adverts differently for genders. Their study focused on the content and messaging of advertisements targeted at children, specifically examining whether these messages were tailored based on the gender of the intended audience. This research highlighted how gender roles and stereotypes might be perpetuated through advertising and how it influences children’s perceptions and preferences. Analyzing the frequency of advertisements would not directly address the differences in scripting for genders, as it does not provide insight into the content and themes used in the ads. Finding out children’s preferences for products, while related to advertising, does not specifically examine the scripting differences between genders. Lastly, assessing the impact of advertisements on diet falls outside the primary focus of Johnson and Young’s research, which concentrated more on the representation and messaging within gender-targeted advertising rather than its effects on dietary choices.