snhu
ScS 100: Module Two Example Advertisement Analysis
When you are making observations, it is important to know the difference between objective and subjective observations. Objective observations use your five senses to record what is happening in whatever situation you are observing.Objective observations are the same across multiple observers and should be able to be repeated. Objective observations often start with "I saw," "I heard," "I counted," "I tasted," or "I smelled."
Take a look at the following ad:
Bring voice back.
VICKS
Image source: Ads of the World
Objective observations about the people in this ad would include the following: Two adults are lying in bed, under the covers. They are both holding smartphones and looking at the screens. Objective
snhu
observations about the environment include the following: The two people are in a bed with white linens and a headboard. Objective observations record only the observable facts. For example, you would record a color as "white" but not as "crisp" or "bright." These are adjectives that express an opinion about the color and not the color itself. Similarly, you might infer a relationship between people without being able to directly verify the relationship. (Do we know that the adults in the ad are married or otherwise partnered? How?) Therefore, presuming a type of relationship here is not an objective observation.
Stating that the couple is "disconnected" or "bored" is a subjective inference because it is based on
observations are often opinions, beliefs, judgments, or assumptions. Subjective observations might be different between two observers; usually, if someone repeats the same observation, he or she will get different results. Subjective observations often start with "I think," "I feel," "I believe," or "I like/don't like."
Look at the above ad again. Subjective observations about this ad may including the following: The two adults are a married couple, the couple is upper- or middle-class, the bed is comfortable, or the couple should pay more attention to each other. Scientific observations aim to be objective. Objective observation allows for studies to be replicated and findings to be compared across multiple studies.
Objective Observations Based on the five senses; factual
Subjective Observations
Based on opinion, assumptions, judgments
Same across different observers
Different across multiple observers
Consistent over time
May change over time
Often start with: "I saw," "I heard," "I counted, "I tasted," or "I smelled"
Often start with: "I think," "I feel," "I believe," or "I like/don't like"
Ways to Improve Objectivity When Observing
Even objective observations are never 100% accurate. Depending on what you are observing and why there are techniques you can use to improve your objectivity. One way to help improve objectivity is to collaborate with others and ask a larger group to share their observations related to your selected subject. By getting a variety of viewpoints, it can help you to see the range of reactions and observations, and you can begin to see how observers agree or disagree with each other. If there is high consistency between th