Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom,Poland and South Africa

Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed.     

The Polish Crisis and Myrdal's Model of Circular Causation

After analysing the structural nature of the Polish crisis, Myrdal's model of economic underdevelopment as due to a self-reinforcing rather than self-correcting social process is applied to Poland. Poland's cumulative backwardness is a permanent rather than a transient feature of her economic, administrative and political life and affects the mass public as well as the leaders and middle-rank officials. Many of those who seek reforms do not support the political system, while many who support the political system do not favour reform. The predicament of how to break the vicious circle of self-perpetuating backwardness poses intractable problems for the reformers.     

Typeability of AmpFlSTR SGM Plus loci in brain and thyroid gland tissue samples incubated in different environments

Autolysis and putrefaction are crucial factors responsible for degradation of cells, tissues, and organs. Postmortem changes may assume different course depending on extrinsic and intrinsic conditions. The aim of the study was assessment of environmental effect on typeability of AmpFlSTR SGM Plus loci: D3S1358, VWA, D16S539, D2S1338, D81179, D21S11, D18S51, D19S433, TH01, FGA, and gender marker amelogenin. Brain and thyroid gland tissue specimens collected during autopsies of five persons aged 20-30 years were incubated at 21 degrees C and 4 degrees C in different environmental conditions. DNA was extracted by organic method from tissue samples collected in 7-day intervals and subsequently typed using AmpFlSTR SGM Plus kit and ABI 310. A fast decrease in typeability rate was seen in specimens incubated in peat soil and in sand. Brain tissue samples were typeable in all AmpFlSTR SGM Plus loci within 126 days of incubation at 4 degrees C. Faster DNA degradation was recorded in thyroid gland specimens. In samples with negative genotyping results, no DNA was found by fluorometric quantitiation.     

Application of the Electrical Network Frequency (ENF) Criterion. A case of a digital recording

One of the new methods of investigating the authenticity of evidential digital audio recordings uses the Electrical Network Frequency (ENF) Criterion. It is based on analysing the signal corresponding to the fundamental frequency of the current in the electrical network, which is present in a recording and comparing it with appropriate, reliable reference. Studies carried out at the Institute of Forensic Research in Cracow were aimed at validating this method, that is, assessing its usefulness in forensic examinations of evidential digital recordings in Poland. These studies enabled us to develop and implement a procedure for using the ENF Criterion method to assess the integrity of digital recordings and to establish when these recordings were made.     

Understanding Dual Identities in Poland

'Parallel' divisions of identity in Poland are a thing of the past – and perhaps the future – but not the present. Yet contemporary Poles are still politically divided by identities – albeit by 'nested' Polish/European identities rather than by 'parallel' ethnic identities. They are not divided between Polish and European identities, however, but between exclusive and dual identities – in essence a division between parochial and cosmopolitan identities. Contrary to fears that Europeanism in Poland especially might be narrow, culturally restrictive, or even racist, our data show that dual identities reflect broader cosmopolitan perspectives as well as specifically European or Western sympathies. There is a real significant difference of values between exclusive and dual identifiers which extends well beyond attitudes to Europe – and far beyond attitudes to the EU in particular. To a considerable degree this is a difference – some have argued a conflict – between traditional and modern Poland, between secular and devout Poland, between educated and ignorant Poland, between young and old Poland, and between hopeful and fearful Poland.