In order to decode the entire survey, we created two separate coding schemes. The first scheme (C1) focuses on various general influences print advertisments have on young adults, while the second set (C2) focuses particularily on the perceptual differences with each gender. The remaining statistical questions were not coded, but were recorded and noted.
C1 1) When viewing print ads, which term best describes how the images make you feel about your looks?
(a) Confident (b) Pretty good (c) Neutral (d) Self-conscious (e) Unattractive
C1 2) Which term best describes how you feel about the opposite sex in print ads?
(a) Overwhelmed (b) Aroused (c) Neutral (d) Not interested (e) Turned-off
C1 3) Which term best describes your feelings when you see the opposite sex provocatively dressed in print ads?
(a) Turned-off (b) Not interested (c) Neutral (d) Interested (e) Excited
C2 4) In print ads, what is the common theme that you notice?
(a) Females being overly-feminine (b) Males being overly-masculine (c) Both (d) Neither (e) Unsure
C1 5) How much of an affect do you believe print ads have on the way you view gender roles?
(a) A lot (b) Somewhat (c) Unsure (d) Very little (e) None at all
C2 6) Where are you most likely to encounter a print ad?
(a) Magazine (b) Newspaper (c) Billboard (d) Poster (e) Flyers
C1 7) In general, print ads...
(a) Anger me (b) Annoy me (c) Does not affect me positively or negatively (d) Entertain me (e) Influence me
C2 8) In print ads, females are generally selling products aimed toward which gender?
(a) Females (b) Males (c)Both (d) Neither (e) Unsure
C2 9) In print ads, males are generally selling products aimed toward which gender?
(a) Females (b) Males (c) Both (d) Neither (e) Unsure
not encoded 10) Which group best describes your age range?
(a)18-20 (b) 21-23 (c) 24-25 (d) 26+
not encoded 11) What is your gender?
(a) Male (b) Female
not encoded 12) Which response best describes your ethnicity?
(a) Caucasian (b) African-American (c) Hispanic (d) Other
C1
We assigned each response question points based on a scale from one to five in ascending order from "hard to influence" to "easily influenced" with the middle being neutral. In the spirit of having an aesthetically balanced survey, we alternated the order of the weight of the responses so that our particpants would not notice the pattern and answer hurriedly and inaccurately. We summed the highest and lowest possible point score for this particular set of questions, then divided the spread by six giving us five categories. These categories correspond with respects to the gravity of each question on the likert scale.
C2
The same standard as with C1, with the exception of our scale greatly changing.
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