Wednesday, January 6, 2016

Wednesday, January 6 advertising and the Rokeach Value Survey

Learning Targets:  I can write informative/explanatory text to examine and convey complex ideas, concepts, and information clearly and accurately through the effective selection,
organization, and analysis of content.

 I can establish and maintain a formal style and objective tone while attending to the norms and conventions of the discipline in which they are writing.
                 
      I can provide a concluding statement or section that follows from and supports
the argument presented.

Essential Question: How do values, beliefs and 

attitudes impact advertising?

       

  

The following is the Rokeach Value Survey. The group 

on the left are terminal values; these are "end result" 

values describing what you want to get out of life. The 

second group of 18 on the right are instrumental 

values; these are the ways in which you seek to

 accomplish the terminal values.

Advertisers are keenly aware of the values, beliefs and 

attitudes posited by the responses; hence these 

influence the development of a product and its 

marketing. Note that this Value Survey effectively 

differentiates people into terms of race, sex. religion, 

occupation, political ideology and in a variety of other 

characteristics.
  
Assignment: Part 1, Monday- taking the survey (see mechanics below; make sure to save as a word document). Take your time; the more aware you are of your value system, the more awareness you have about what is being sold to you. 
                       
 Tuesday/Wednesaday part 2- read over your terminal and instrumental values lists, making any changes. Now in approximately 250 words, discuss why you felt particular values were or were not important.

This is due by midnight on Wednesday. Use your time productively. Problems/ questions, come to office hours on Wednesday.

Below you will find  two lists of values: terminal and instrumental; each in alphabetical order.  Each value is accompanied by a short description and a blank space.  Your goal is to rank each value in its order of importance to you for each of the two lists.  Study each list and think of how much each value may act as a guiding principle in your life.

Mechanics: create a word document. Copy and paste the following two lists: terminal values and instrumental values. For each list number the values in the order of importance to you. So the most important is number 1, followed by 2, through to 18. 

When you have finished ranking all 18 the instrumental values, rank the next 18 values in the same way.  Please do each  separately.

When ranking, take your time and think carefully.  Feel free to go back and change your order should you have second thoughts about any of your answers. That's called reflection. This is not an easy task.  When you have completed the ranking of both sets of values, order the two lists in numerical order; the result should represent an accurate picture of how you really feel about what’s important in your life.
To repeat: 1) copy and paste the terminal values list onto a word document
                  2) copy and paste the instrumental values onto a second word document
                  3) read each list separately and order them from 1-18 as to how you deem them important to you; adjust as you reflect upon these
                   4. Finally, pair of the two lists, numerically  You will use these for tomorrow's class. 
                 

Terminal Values
A Comfortable Life                                         _____
a prosperous life

Equality                                                           _____
brotherhood and equal opportunity for all

An Exciting Life                                             _____
a stimulating, active life

Family Security                                               _____
taking care of loved ones

Freedom                                                         _____
independence and free choice

Happiness                                                             _____
physical and mental well-being

Inner Harmony                                               _____
freedom from inner conflict


Mature Love                                                  _____
sexual and spiritual intimacy

National Security                                            _____                          
protection from attack

Pleasure                                                          _____
an enjoyable, leisurely life

Salvation                                                         _____
saved;  eternal life

Self-Respect                                                   _____
self-esteem

A Sense of Accomplishment                          _____
a lasting contribution

Social Recognition                                          _____
respect and admiration

True Friendship                                              _____
close companionship

Wisdom                                                           _____
a mature understanding of life

A World at Peace                                            _____
a world free of war and conflict

A World of Beauty                                          _____
beauty of nature and the arts

Instrumental Values


Ambitious                                                       _____
hardworking and aspiring

Broad-minded                                                 _____
open-minded

Capable                                                           _____
competent;  effective

Clean                                                               _____
neat and tidy

Courageous                                                    _____
standing up for your beliefs

Forgiving                                                        _____
willing to pardon others

Helpful                                                            _____
working for the welfare of others

Honest                                                                        _____
sincere and truthful

Imaginative                                                               _____              
daring and creative   

Independent                                                             _____
self-reliant; self-sufficient

Intellectual                                                                 _____
intelligent and reflective

Logical                                                                        _____
consistent;  rational

Loving                                                             _____
affectionate and tender

Loyal                                                               _____
faithful to friends or the group

Obedient                                                         _____
dutiful;  respectful

Polite                                                               _____
courteous and well-mannered

Responsible                                                    _____
dependable and reliable

Self-controlled                                                 _____
restrained;  self-disciplined

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